| Reasons | Representative
(n=618) |
Open
(n=4944) |
||
|---|---|---|---|---|
| Primary | Total | Primary | Total | |
| Annoyance of radio advertisements and repeated content | 21% | 42% | 26% | 49% |
| Content (the type you want) | 21% | 38% | 22% | 37% |
| Timing (content when you want it) | 11% | 24% | 12% | 28% |
| Inconvenience (not being able to find/listen to what you want, where you want it) | 12% | 22% | 9% | 21% |
| Access to radio | 13% | 17% | 11% | 16% |
| Inflexibility to explore/discover new content | 6% | 14% | 5% | 14% |
| Preference for online | 6% | 10% | 4% | 9% |
| Complexity of having to find/select content | 2% | 9% | 3% | 9% |
Only items with 6% or more shown