Despite increasing digitalisation, radio remains the most popular medium amongst Dutch consumers. Nearly 30 years after the Buggles recorded ‘Video killed the radio star’, radio still has a lot of life left in it. Radio accounts for more than 40% of media consumption during the daytime, with a peak in the morning. That’s according to the 2006 Media in Mind survey by Universal Media. The survey is said to be representative of Dutch people aged 16 years and over, and is based on responses to a detailed questionnaire about products and interests, supplemented by a diary. The diary gives an insight into media consumption in each of 48 half-hourly periods per day, and the degree of attention to each medium.
A majority of Dutch people have the radio on first thing in the morning - from as early as 0600, radio accounts for about half of all media consumption. Later in the morning, the Internet becomes increasingly popular, peaking around 1100. Radio remains the most popular medium till around 1700, when TV takes over. Internet is also very popular in the evenings, taking second place to TV with around 30% of Dutch people on the Web between 2000 and 2200.
(Source: Universal Media)
