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GO DIGITAL Trial in Bath GO Digital Trial: Measuring the impact of radio switchover on consumers Report on research conducted for the Department for Culture, Media and Sport June 2013 12-076048-01 Legal notice © 2013 Ipsos MORI – all rights reserved. The contents of this report constitute the sole and exclusive property of Ipsos MORI. Ipsos MORI retains all right, title and interest, including without limitation copyright, in or to any Ipsos MORI trademarks, technologies, methodologies, products, analyses, software and know-how included or arising out of this report or used in connection with the preparation of this report. No license under any copyright is hereby granted or implied. The contents of this report are of a commercially sensitive and confidential nature and intended solely for the review and consideration of the person or entity to which it is addressed. No other use is permitted and the addressee undertakes not to disclose all or part of this report to any third party (including but not limited, where applicable, pursuant to the Freedom of Information Act 2000) without the prior written consent of the Company Secretary of Ipsos MORI. Contents Executive Summary .........................................................................3 Acknowledgements........................................................................10 1. Introduction.................................................................................13 1.1 Background and objectives........................................................... 13 1.2 Methodology ................................................................................. 14 1.2.1 Overview of the trial................................................................... 14 1.2.2 Quantitative phase..................................................................... 16 1.2.3 Qualitative phase....................................................................... 18 2. Radio listening, awareness and attitudes before the trial .....20 Chapter Summary .................................................................................... 20 2.1. The role of radio and listening habits ............................................ 21 2.2. Ownership of DAB sets and digital listening across platforms ...... 22 2.3. Awareness and attitudes to a potential radio switchover .............. 24 2.3.1. Awareness of digital radio and the switchover........................... 24 2.3.2. Perceived benefits of digital radio.............................................. 26 2.3.3. Concerns about a potential switchover...................................... 27 3. Installation and usability ........................................................30 Chapter Summary .................................................................................... 30 3.1. Set-up of the DAB radio sets (or ‘out of the box’ experience) ....... 31 3.2. Usability of the DAB radio sets...................................................... 34 3.3. Car conversion.............................................................................. 37 4. Perceptions of digital radio....................................................40 Chapter Summary .................................................................................... 40 4.1. Overall perceptions of the digital radio listening experience ......... 40 4.2. Experienced benefits of digital radio ............................................. 41 4.3. Experienced drawbacks or issues related to digital radio ............. 45 5. Changes in listening habits ...................................................47 Chapter Summary .................................................................................... 47 5.1 Frequency and time spent listening .............................................. 48 5.2 Choice of stations ......................................................................... 51 5.3 Expected future listening habits .................................................... 55 5.4 Listening on other platforms.......................................................... 55 5.5 Likelihood to recommend.............................................................. 56 6. The Digital Switchover............................................................57 Chapter Summary .................................................................................... 57 6.1 Attitudes towards the switchover................................................... 58 6.2 Conversion options and listening on different platforms................ 63 6.3 Barriers and drivers to switchover................................................. 64 6.4 Participant recommendations........................................................ 65 7. Household Typologies ...............................................................69 7.1 Enthusiastic or Complacent converter .......................................... 69 7.2 Unexpected converter................................................................... 70 7.3 Ill-informed converter .................................................................... 71 7.4 Ill-informed struggler ..................................................................... 72 8. Conclusions ................................................................................74 Appendices .....................................................................................77 Appendix 1: Qualitative materials............................................................. 77 Appendix 2: Quantitative materials......................................................... 109 Executive Summary 1 © 2013 Ipsos MORI. Go Digital Trial - Internal / Client Use Only 2 This work was carried out in accordance with the requirements of the international quality standard for Market Research, ISO 20252:2006. ©2013 Ipsos MORI. Go Digital Trial - Internal / Client Use Only Executive Summary Background and methodology IpsosMORIwas commissioned by the Department for Culture, Media and Sport (DCMS) to conduct a digital radio switchover pilot,to document and explore the conversion experience of households from an analogue to digital-only radio environment. The research aimed to understand the issues experienced and potential barriers for conversion, particularly for potentially vulnerable consumers such as the elderly and people with disabilities. The specific objectives for the study were to: evaluate the impact on listening behaviour of various conversion options on individual listeners/households; explore and quantify any difficulties with setting up and using the new digital radios (including in-car); explore and measure the perceived benefits, attitudes and understanding of digital radio by listeners;and consider barriers to the take-up and enjoyment of digital radio. The trial took place in Bath and its surrounding area, andfocused on households not already fully converted to digital radio. A multi-stage and mixed methodology approach was employed. The main phase of the project was quantitative, involving interviews with decision- makers in 237 households (197 with the general public and a boost of 40 with vulnerable groups). Alongside this, there were qualitative deep-dive interviews with an additional 25 households recruited (15 general public and 10 with vulnerable groups). Both the quantitative and qualitative research had three stages – before, during and after conversion. Fifteen respondents (11 quantitative and 4 qualitative) also had their cars converted to digital radio. For the purpose of the research, vulnerable respondents were defined as elderly (aged over 75), those living in assisted accommodation with 24 hour care, blind or partially sighted people, or people with other physical disabilities. Pre-trial thoughts and awareness of digital radio This research was conducted with households who were not fully digitally converted. This included some who had no experience of digital radio and others who did listen on digital platforms alongside analogue radios. In line with this, at the pre-trial stage there was a wide range in knowledge about digital radio with some able to cite differences between digital and analogue (although often only when prompted) while others had little or no awareness of digital radio. There was a general lack of awareness about a potential switchover (46% rising to 64% among those aged 65 or over).Despite this lack of awareness, more than half (55%) thought that a switchover would be a good thing for the UK at the pre-trial stage while approaching one third (31%) were unsure. The main perceived benefits at the pre-trial stage wereimproved sound quality (50%), ease of tuning (28%) and station choice (28%).In the qualitative research, the better sound quality was seen as the main benefit, although sound quality, reception and clarity were often used interchangeably at this stage.Low levels of knowledge of digital radio meant that many were not able to name any benefits of digital radio, particularly among the vulnerable groups (49%). This was supported in the qualitative research with older respondents citing that they were ‘not very technological’, visibly reluctant to offer unprompted benefits because they were worried that they would be wrong. 3 This work was carried out in accordance with the requirements of the international quality standard for Market Research, ISO 20252:2006. ©2013 Ipsos MORI. Go Digital Trial - Internal / Client Use Only Over half (54%) could not think of any drawbacks to a digital switchover. Vulnerable people, in particular,stated that they did not know enoughabout the switchover
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