Public Value Assessment Radio Downloading and Podcasting Quantitative Research December 2005 Contents Demographic profile of users 2 Summary of PVA Scores 4 Overview questions 6 REACH 9 QUALITY 10 PERSONAL IMPACT 13 CITIZEN IMPACT 17 VALUE 22 SUMMARY 23 Demographic Profile of Downloading and Podcasting Users Age range of users 6% 17% 25% 23% 19% 3% 0% 5% 10% 15% 20% 25% 30% 35% Under 18 18-24 25-34 35-44 45 -60 60 or over Sample size:3,469 Gender of users Male 78% Female 22% Sample size: 3,469 Location The majority of responses were from users in England (85%). Quarter of respondents from England were from London. 85% 2% 7% 5% Where do you live? 100% 80% 60% 40% 20% 0% England Northern Ireland Scotland Wales Sample: 3,469 Greater London , Where in England? 14% No reply, 30% South East (exc. London) , 12% East Yorkshire & North West, 7% West, 1% Lincolnshire, North East & Cumbria, 3% West Midlands , East, 4% 6% Yorkshire , 4% South West, 6% East Midlands , South, 5% 5% Sample size: 2,965 Summary of PVA Scores The overall average for the service of 8 out of 10 is reflected fairly consistently across all the questions asked. AVERAGE SCORE Overall rating of BBC Rating of BBC radio BBC should be providing Innovative and Original Distinctive and Different Excellent Reach Enjoyable Likely to keep on using Change the way I use radio Make my life easier Useful or beneficial Benefit different people Add to enjoyment of media Up to date with new technology 8.0 7.6 8.4 8.8 7.9 7.8 8.3 8.4 8.5 8.5 8.1 7.2 8.2 7.8 8.3 7.9 AVERAGE 8.0 BBC APPROVAL 7.9 QUALITY 8.0 REACH 8.4 PERSONAL IMPACT 8.1 CITIZEN IMPACT 7.65 0 2 4 6 People in the rest of world understand British life 6.7 8 10 12 14 16 18 20 Sample: 3,469 Distribution of PVA Scores 1-4 5-7 8-10 Overall rating of BBC Rating of BBC radio Initial appeal BBC should be providing In ovative and Original Distinctive and Different Excellent Reach Enjoyable Likely to keep on using Change the wayIuse radio Make my life easier Useful or beneficial Benefit different people Add to enjoyment of media Up to date with new technology People in the rest of world understand British life 15% 6% 3% 7% 4% 15% 8% 5% 3% 7% 3% 4% 4% 3% 4% 2% 4% 38% 62% 72% 59% 70% 53% 69% 78% 77% 74% 73% 62% 66% 82% 79% 81% 58% QUALITY PERSONAL IMPACT CITIZEN IMPACT Overall Rating of the BBC How would you rate BBC channels overall in terms of the quality of the programmes that the BBC broadcasts? Thinking specifically about BBC RADIO, how would you rate the overall quality of the radio stations/programmes that the BBC broadcasts? 80% 70% 60% 50% 40% 30% 20% 10% 0% 81% BBC BBC radio 58% 31% 30% 31% 23% 20% 16% 11% 10% 11% 5% 4% 2% 3% 4% 2% 1%0% 1% 3 4 5 6 7 8 910 .high low Best Quality 1% 1% 1%0% 12 Worst Quality BBC BBC radio Average Score: 7.6 8.4 Total % scored 1-4: 4% 2% Total % scored 8-10: 58% 81% Sample: 3,469 How “interesting or appealing” users considered Downloading and Podcasting Please tell me the extent to which you find BBC radio content being available to download and podcast interesting and appealing. 79% 80% 70% 60% 53% 50% 40% 30% 20% 15% 12% 8% 5% 5% 10% 4% 1% 1% 1% 1% 0% 12345678910 High Low Not at all Very Average Score: 8.67 Total % scored 1-4: 4% Total % scored 8-10: 79% Sample: 3,469 Whether Downloading and Podcasting should be provided by the BBC 85% 75% 65% 55% 45% 35% 25% 15% 5% -5% 0% 1% 1% 1% 5% 4% 7% 13% 12% 58% 82% 3% 1 2 3 4 5 6 7 8 9 10 high low Not at all Very Bearing in mind that the BBC has to cater for a wide variety of audiences, to extent do you think radio content should be provided for download and ast BY THE BBC? what podcAverage Score: 8.8 Total % scored 1-4: 3% Total % scored 8-10: 82% Sample: 3,469 Frequency of usage of Downloading and Podcasting How likely are you to regularly download or podcast available BBC radio content? Sample: 3,469 2% 2% 2% 2% 5% 5% 9% 12% 12% 50% 74% 7% 0% 10% 20% 30% 40% 50% 60% 70% 80% 1 2 3 4 5 6 7 8 9 10 high low Not at all Very Average Score: 8.4 Total % scored 1-4: 7% Total % scored 8-10: 74% Originality To what extent do you feel BBC radio content being available for download and podcast is a service that is 'innovative' or 'original'? 70% 60% 50% 40% 30% 20% 10% 0% Average Score: 7.9 Total % scored 1-4: 4% Total % scored 8-10: 66% 1% 0% 1% 2% 6% 8% 16% 25% 17% 24% 66% 4% 1 2 3 4 5 6 7 8 9 10 high low Not at all Very Sample: 3,469 Distinctiveness To what extent do you feel BBC radio content being available for download and podcast is a service that is 'distinctive' or 'different'? 70% 60% 50% 40% 30% 20% 10% 0% 1% 1% 1% 2% 8% 9% 16% 25% 16% 21% 62% 4% 1 2 3 4 5 6 7 8 9 10 high low Not at all Very Average Score: 7.8 Total % scored 1-4: 4% Total % scored 8-10: 62% Sample: 3,469 Excellence To what extent do you feel BBC radio content being available for download and podcast is a service that is 'excellent'? 73% 70% 60% 50% 40% 37% 30% 19% 20% 17% 11% 10% 6% 6% 3% 1% 1% 1% 1% 0% 12345678910 high low Not at all Very Average Score: 8.34 Total % scored 1-4: 4% Total % scored 8-10: 76% Sample: 3,469 Enjoyability This service is likely to be enjoyable 80% 70% 60% 50% 40% 30% 20% 10% 0% 12345678910 high low Strongly Strongly disagree agree 0% 1% 1% 1% 4% 5% 11% 21% 16% 40% 77% 3% Average Score: 8.5 Total % scored 1-4: 3% Total % scored 8-10: 77% Sample: 3,469 Impact This is a service I am likely to keep on using 78% 80% 70% 60% 50% 48% 40% 30% 20% 16% 14% 8% 10% 5% 1% 1%2% 1% 5% 4% 0% 12345678910 high low Strongly Strongly disagree agree Average Score: 8.52 Total % scored 1-4: 5% Total % scored 8-10: 78% Sample: 3,469 Change in behaviour This service could change, for the better, the way I use radio 69% 70% 60% 50% 40% 30% 20% 10% 0% 2% 1% 2% 3% 8% 6% 9% 16% 13% 40% 8% 1 2 3 4 5 6 7 8 9 10 high low Average Score: 8.07 Total % scored 1-4: 8% Total % scored 8-10: 69% Sample: 3,469 Strongly disagree Strongly agree Impact This service could make my life easier 70% 60% 50% 40% 30% 20% 10% 0% 3% 3% 5% 4% 13% 9% 11% 15% 10% 28% 53% 15% 1 2 3 4 5 6 7 8 9 10 high low Average Score: 7.2 Total % scored 1-4: 15% Total % scored 8-10: 53% Sample: 3,469 Strongly disagree Strongly agree Citizen Impact This is the kind of service that people will find useful or beneficial 70% 70% 60% 50% 40% 30% 20% 10% 0% 1% 1% 1% 2% 6% 7% 13% 20% 16% 35% 4% 1 2 3 4 5 6 7 8 9 10 high low Strongly disagree Strongly agree Average Score: 8.19 Total % scored 1-4: 4% Total % scored 8-10: 70% Sample: 3,469 Citizen Impact This is the kind of service that will benefit many (different types of) people. 70% 60% 50% 40% 30% 20% 10% 0% 1% 1% 2% 3% 10% 9% 16% 18% 12% 30% 59% 7% 1 2 3 4 5 6 7 8 9 10 high low Strongly disagree Strongly agree Average Score: 7.76 Total % scored 1-4: 7% Total % scored 8-10: 59% Sample: 3,469 Citizen Impact This is the kind of service which will add to the enjoyment and use the people get out of the media 70% 60% 50% 40% 30% 20% 10% 0% 1% 1% 1% 1% 5% 6% 13% 20% 15% 37% 72% 3% 1 2 3 4 5 6 7 8 9 10 high low Strongly disagree Strongly agree Average Score: 8.3 Total % scored 1-4: 3% Total % scored 8-10: 72% Sample: 3,469 Citizen Impact 1% 1% 2% 2% 8% 9% 14% 18% 14% 30% 62% 6% 0% 10% 20% 30% 40% 50% 60% 70% 1 2 3 4 5 6 7 8 9 10 high low This service helps British society to progress and stay up to date with new technology Average Score: 7.85 Total % scored 1-4: 6% Total % scored 8-10: 62% Strongly disagree Strongly agree Sample: 3,469 Citizen Impact 2% 3% 4% 6% 18% 14% 15% 15% 8% 16% 38% 15% 0% 10% 20% 30% 40% 50% 60% 70% 1 2 3 4 5 6 7 8 9 10 high low This service helps people in the rest of the world understand British life Average Score: 6.69 Total % scored 1-4: 15% Total % scored 8-10: 38% Strongly disagree Strongly agree Sample: 3,469 Consumer and Citizen Value Imagine providing this service adds another £1 a year to the amount your household pays… Consumer Value consumer citizen The current Licence Fee amounts to £126.50 a year (around £10 a month) per 70% household. Imagine providing this 63% service adds another £1 a year to the amount your household pays, would 60% you personally regard this as 'good' 50% or 'poor' value for money? 50% Citizen Value 40% 40% Now thinking of the value of this service from the point of view of the benefit to others and to society -would 30% adding another £1 a year to the Licence 23% Fee for this service provide the country 18% 20% as a whole with 'good' or 'poor' value for 15% 14% 13% 13% money? 11% 10% 10% 9% 9% 8% 7% 5%4% 3%4% 4%5% 2%2% 10% 0% 12345678910 high low Strongly Strongly disagree agree Consumer Citizen Average Score: Total % scored 1-4: 13% 15% Total % scored 8-10: 63% 50% Sample: 3,469 Summary • The results of the survey are extremely encouraging with high scores being experienced throughout the survey • Most respondents clearly felt that both downloading and podcasting were valuable and BBC investment was justified • The majority were also willing to pay an additional £1 per year on the licence fee to fund podcasting and downloading • There were some sub groups who were relatively consistently less likely to feel positive (although for the majority of questions they still remained overall more positive than negative) these were: –Females –Under 18s and over 60s –Those with an income under £10,000 –West region –Those without an Internet connection at home –Those who were more negative about the quality of BBC programming overall –Those who have not already downloaded or podcasted any material from the BBC –Those who did not listen to the radio programmes listed • Looking at these subgroups there is a clear link between them • i.e.: –those who had not downloaded or podcasted from the trial were more likely to be female, under 18 or over 60, have an income under £10,000 and not be connected to the Internet at home –Those with an income of under £10,000 were the least likely to be connected to the Internet at home –Households with an income of under £10,000 and those from the West region were less likely to rate the quality of the BBC programming overall highly