Radio continues to enjoy huge listening, with many listening to more radio, listening to more stations and at different times as radio keeps people company when working from home.
As pandemic restrictions are lifted, Irish consumers are spending more on eating out, holidays and concerts [than before the pandemic] according to new research by Radiocentre Ireland, the new industry body for audio.
Some habits that are set to change for good as 1 in 3 people who currently work from home want to continue to do so. 26% of people are currently working from home and only 5% of this group want to work in the office full time in the future. There is also a strong preference for hybrid working (56%), typically 2/3 days a week in the office.
In a sample of 1,000 adults interviewed in February 2022, 9 out of 10 adults listen to the radio every day. During the pandemic, over a third of people changed their listening habits, largely due to working from home. This included listening to more radio, listening to more stations and at different times and on different platforms. Podcast listening also increased with 50% of adults saying they listen to podcasts, rising to 76% for 18-34 year olds.
Understandably, a large percentage (27%) said they listened more to news (27%), current affairs 23%) and talk shows (20%) as the pandemic unfolded. And a large portion of those surveyed said when working from home, radio helped keep them company (46%), lift their mood (28%) and even help them focus and be more productive (18%).
Ciaran Cunningham CEO of Radiocentre Ireland said:
"Not only was radio a trusted source of news and information during the pandemic, it was also a companion for people working from home and a lot of people want to continue working from home post pandemic restrictions. The research also shows that post restrictions, people are itching to spend their money on areas that they missed hugely, namely leisure and travel
Gerard O'Neill from Amarach Research said:
"While recent developments in Ukraine have added to economic uncertainty, Irish consumers are nevertheless in 'catch up' mode when it comes to their spending behaviour after two years of pandemic and lockdowns. They have piled up more savings than before, which will be used to do some of the catching up in the months ahead."
Highlights of the research
47% of all adults said they will spend more on eating out now that the restrictions have lifted.
43% of all adults said they will spend more on holidays abroad out now that the restrictions have lifted.
26% of adults are still work from home some or all of the time.
35% of those currently working from home want to continue to do so.
Only 5% of those currently working from home want to work in an office full time.
For people working from home, 42% said radio keeps them company.
Radio audience remains huge with 9 out of 10 people listening every day.
36% of adults changed their listening habits during covid with 41% of those adults saying they listen to the radio more during daytime.
50% of adults say they listen to podcasts, while this increases to 76% for 18-34 year olds.
