2015 China Overview 中国电台媒体市场报告
Chinese
2015 China Overview 中国电台媒体市场报告涵盖了中国电台收听者的基础数据、行为数据以及电台类型偏好等等。此外，各类电台的市场份额也在该报告中进行了阐述。
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2015 China Overview 中国电台媒体市场报告
Summary
- 中国广播的覆盖率达到90%，但有收听行为或习惯的广播受众只有60%，只有一半的中国人是广播媒体的现实粉丝。
- 越来越多的城市受众选择手机、车载系统和电脑等数字设备来收听广播，传统收音机的比重日渐式微。受众大多在家中和车上收听广播，但是每天收听时长近年来不断减少。
- 近年，在车上听广播的人已经超过在家听广播的人群数量。同时随着移动广播APP的流行，在户外听广播的人也越来越多。
- 电台收听高峰出现在上下班时间，进一步印证车载收音系统和移动收音APP的流行。
- 交通状况、音乐节目和新闻资讯是广播用户收听最多的内容品类。传统收音机的用户倾向收听新闻，车载收音系统的用户更喜欢收听交通状况相关的内容。省市级电台是大众最主要的收听频道。
- 内容营销成为未来广播广告新趋势。未来广播媒体除了硬广以外更看中整合营销方案。未来的整合营销更加倾向于个性化定制，每一个客户都有个性化定。
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