Survey Says: “Good Shape”

Staff Writer

The fourth instalment of the Finding Consumer Trend reports is out, offering insights into lifestyle interests and buying intentions in regional markets.

With a sample of 1300 odd people across 96 stations Australia wide, the Commercial Radio Australia and Presslaff Interactive Revenue survey  showcases views on health, well-being, self-improvement and preferred medical and non-medical services in the health and fitness categories in regional markets.

The online survey was held late laster year  and includes local data on how listeners choose wellness services, what services they consider important and their awareness of different treatments or services. 

It also includes insights by age group on a range of health and fitness categories, including dentists and orthodontists, beauty spa services, alternative therapies such as massage, acupuncture and meditation, plus what they focus on when looking for a gym.

Radio networks will use the results of the report to learn what’s important to audiences, and when approaching advertisers in the health and fitness area to help them create focused and effective marketing campaigns.

“The health and fitness industry is a growing category and the insights into the views of radio listeners, gives stations and advertisers a better understanding of what is relevant for the audience”, explained, Joan Warner, chief executive officer of Commercial Radio Australia. “This report shows radio audiences have a strong personal sense of health, they take good care of themselves and are open to health and fitness messages.”

Each quarter a new report is provided to assist stations and networks better understand their listeners’ attitudes towards a selected category.   The first FCT survey released in 2014 focused on the automotive category and listeners’ vehicle purchase intentions, the second survey released in June 2015, looked into grocery-buying habits the third released in November 2015 focused on insurance providers.

Participating networks will receive the research results this week.The FCT: Commercial Radio Listener Insights into Health and Fitness Interests Executive Summary is available on the Radio It’s a Love Thing website.

Four new studies will be undertaken in 2016.  The next will focus on Finance and Superannuation. 

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