Unleashing the Power of Radio

Commercial Radio Australia and Nielsen Research have released their latest consumer insights, Unleashing the Power of Radio.

Overall the data points to commercial radio listeners being “hi-tech, ‘connected’ and heavy users of all things online and mobile”.

The Nielsen Consumer Insights show that “Radio consumers have money to spend because more than two-thirds of weekly audience works full-time, tuning in during the working day and away from home.”

You can download the full report here but here are some key points and insights including:

• Commercial radio listeners love to shop online, 59% of listeners have made a purchase online in the past 30 days – a further 23% indicate they didn’t, but are open to doing so in the future.
• Three in five or 59% of commercial radio listeners have made a purchase online in the past 30 days; and almost a quarter is spending in excess of $300 online every month.

• Commercial radio listeners love the convenience of online banking with over half checking balances, transferring money and paying bills online.

David Burge, Associate Director, Media Industry Group, Nielsen, comments:

“It’s a well-told tale, just how intertwined with digital media Australians have become. Consumers are connected more than ever and this is showing no signs of slowing. But there’s more – they’re listening to radio too. This link is important as it highlights one of radio’s most lucrative features: its ability to reach a highly qualified audience in the lead up to purchase.

“While out and about commercial radio listeners are using their mobile devices to find their way (literally with map applications), pass the time, and importantly for retailers, search information on brands and products.  A challenge for brands and retailers over time will be how to manage and take advantage of the latter.

“Radio provides myriad touch points at opportune times for retailers and manufacturers to reach their consumers.”