Study Says Radio Influences Online Behavior
December 17, 2008 at 8:03 AM (PT)
A new study of "Digital Influencers" finds that radio plays a significant role in their online behavior, reports AUDIO4CAST.COM. MS&L, a communications firm and part of PUBLICIS GROUPE, partnered with IPSOS to survey nearly 1000 people whose online behavior defined them as a Digital Influencer because they frequently researched and passed on information online. The study found that traditional media -- newspapers and magazines, television and radio -- played a "vital role in igniting the process that leads influencers to share information online." 84% of those surveyed said they go online to learn more after hearing something on the radio or seeing it on television.
The study quantifies the connection between online and offline media. Online marketing has become a nearly essential element of most advertisers' marketing strategies. Understanding that radio can play a critical role in online behavior opens up opportunities for cross platform blending of media for a successful ad strategy. "This research supports the need for influencer marketing campaigns to leverage both traditional and online tools to connect with consumers," said MS&L/NEW YORK's RENNE WILSON.