Radio and the Internet are a powerful combination in today’s marketplace.
A newly released report, the 2009 Foundation Research study, shows that 83% of adult respondents say their time with either radio or the 'Net increased or remained the same in 2008; compared to TV at 76% and print at 79%.
Radio continues to perform well because it adapts to a listener’s lifestyle, accompanies them throughout their busy day and isn’t demanding of their time, radio marketers opine.
And, listinening to the radio does not limit media consumption.
Of the adults surveyed, 36% listened to radio while surfing the Internet. Radio/internet multitasking is above average for adults 18-34 (39%), working adults (39%), women with children (43%), working women (44%) and business executives (41%).
More facts about radio’s compatibility with the Internet:
Usage patterns for radio and the internet indicate that there is a lot of opportunity for simultaneous exposure throughout the day.
· Web surfing occasions occur throughout the day with 31% of adults on-line between 6-10am, 43% between 10am-3pm and 39% from 3-7pm.
· Radio’s tuning patterns were similar with 56% of adults listening between 6-10am, 43% from 10am-3pm and 39% from 3-7pm.
Radio can enhance brand awareness while promoting an advertisers website.
· 45% of adults surveyed reported that a radio ad prompted them to search the internet for more information, while 35% typed a website address in their browser after hearing it on the radio.
· Of the 45% indicating radio had influenced web surfing habits, 62% were prompted to visit a company’s website in the past 6 months to learn more about a product or service.
“Clearly radio will increase an advertiser’s return on investment by increasing brand awareness and will drive motivated consumers to their website,” Gary Belgrave, President of the Radio Marketing Board, said of the report's findings.
For more information about the Foundation Research study visit www.rmb.ca.