What’s for dinner? Radio influences dining trends

New data released by Commercial Radio Australia and Presslaff Interactive Revenue has revealed how much radio influences a listener’s dining habits.

 The latest Finding Consumer Trends report has found one-out-of-two radio listeners dine out at least once a week with 30 percent eating out more frequently than before. Interestingly, what they hear on radio influences their mealtime decisions.

The Dining Habits survey involved more than 2,750 listeners from across Australia and uncovered their preferences and interests when choosing to eat out and at home.

The online survey was conducted between 26 September and 19 October, providing radio stations and advertisers with insights into the consumer dining habits and buying intentions of regional radio listeners.

Radio networks use the results to learn what’s important to audiences, and when approaching advertisers in the food industry, help them to create focused and highly effective marketing campaigns.

“Australians are eating out more frequently and there is growing interest in food trends, meal services and cooking classes,” says Joan Warner, chief executive officer of Commercial Radio Australia.

“Radio can be used successfully to influence the consumer decision-making process in these areas”.

Some of the takeaway points from the survey:

• 90% of respondents eat out at least once per month and 54% eat at least once a week.
• Australian cuisine was the most popular choice for 39% of respondents, followed by Chinese (37%), Italian (27%) and Thai (25%)
• 47% are more interested in a restaurant after hearing about it from their favourite radio personalities
• 29% said radio advertisements influence their mealtime decisions

FCT reports are released each quarter to assist stations and networks better understand their listeners’ attitudes towards a selected category.

The FCT: Dining Habits Executive Summary is available on the Radio Alive website.