40% of commercial radio listeners are ‘fashion forward’, says Nielsen report

3.7 million Australian commercial radio listeners consider themselves ‘fashion forward’, says Nielsen and Commercial Radio Australia’s latest Consumer & Media View research report.

That equates to almost 40% of radio listeners who believe they are ahead of the latest fashion trends.

The demographic of these ‘fashion forward’ listeners is clear, as they are more like to be female and appearance driven, have an average household income of over $100,000 and be aged between 18-54.

42% of that group said they tune into radio to find out what’s happening in their city, while 37% said listening to the radio is an essential part of their day.

Commercial Radio Australia CEO Joan Warner said the report also showed strong growth among younger listeners. “Data shows it’s one of their favourite mediums, with 79% of 18-24-year-olds tuning in every week.”

“Radio continues to be one of the best and most reliable ways for advertisers to reach younger audiences.”

The report also showed that these ‘fashion forward’ consumers are more likely to be in a position to impact the purchasing behaviour of overs.

“Interestingly, our research showed that being fashion conscious is not just about the clothes,” added David Burge, associate director, media at Nielsen.

“It’s about the image and status they wish to convey. It’s a statement on the individual and they actively set out to improve their image, get noticed and stand out from the crowd.

“These consumers offer big opportunities to radio advertisers as their interests extend beyond clothes and into skincare, cosmetics and other products, such as health and wellness that make them look and feel good.”

“In general, ‘Fashion Forward’ consumers are more engaged radio listeners, and equally eager to learn more from their trusted radio station about lifestyle trends and share that advice with friends. Thus advertising on the radio is a perfect opportunity to reach these consumers.”

The full report can be accessed here.