Radio Raises Profile Of Amazon Prime Day
July 22, 2015 at 3:46 PM (PT)
Awareness of the JULY 15th AMAZON Prime Day sales event was significantly fueled by advertising, according to a new IPSOS study commissioned by CUMULUS MEDIA/WESTWOOD ONE. AMAZON reported that Prime Day broke records, resulting in more new members than any single day in AMAZON history and 398 items ordered per second. Worldwide order growth increased 18% more than Black FRIDAY 2014.
Key survey findings include:
• 74% of Americans were aware of AMAZON Prime Day.
• 81% of Americans aware of AMAZON Prime said they were exposed to some form of advertising for the event.
• One out of five Americans reported making a purchase during AMAZON Prime Day because of advertising.
• Three out of five AMAZON Prime subscribers (18-49) exposed to advertising said they purchased something during AMAZON Prime Day.
• Radio advertising was the most effective at converting awareness into Prime Day purchases when compared to TV and online. Of those exposed to radio ads, 52% made a purchase versus TV (39%) and online (48%).
The prime demo for AMAZON Prime Day was 18-34s.
• 45% of AMAZON Prime subscribers are 18-34-years-old.
• 53% of those who purchased due to advertising on AMAZON Prime Day were 18-34.
• 62% of those who heard radio ads for AMAZON Prime Day were 18-34.
“Advertising put AMAZON Prime Day on the map, and radio was the most effective at converting awareness into purchases,” CUMULUS MEDIA and WESTWOOD ONE CMO PIERRE BOUVARD said. “The greatest AMAZON Prime Day purchases occurred among Millennials, households with children, and those with a full-time job -- precisely the profile of the American radio listener.”
COMSCORE Co-Founder/Chairman Emeritus GIAN FULGONI said: “comScore data revealed that there were more AMAZON buyers and transactions on Prime Day than we observed on Black FRIDAY in 2014, which is particularly significant since that was the fourth heaviest overall e-commerce spending day of the entire 2014 holiday season. Also impressive was the fact that AMAZON Prime membership enrollment shot up on Prime Day to a rate many times higher than we typically see.”