Study Finds U.S. Adults Are Visiting Radio Websites More Often
October 26, 2010 at 6:54 AM (PT)
According to THE MEDIA AUDIT's National Radio Format Report, 17.7% of U.S. adults have visited a radio station's website in the past month, a figure that has grown by 38% in only three years. In 2006, only 12.8% had visited a radio website in the past month. The latest figure represents more than 25 million monthly unique website visitors across THE MEDIA AUDIT's 80 measured markets.
The study also finds that nearly three-quarters of radio website visitors are considered heavy or moderate listeners, listening to radio for almost three hours per day on average.
The findings also reveal that radio station websites are a strong asset for most radio companies looking to strategically bundle their existing stations with their website audiences. According to THE MEDIA AUDIT, 88% of monthly radio website visitors have made one or more e-commerce purchases on the Internet in the past year, compared to 63.1% of heavy radio listeners. Furthermore, 36.7% of radio website visitors make 12 or more online purchases in a typical year, a figure that is 61% higher when compared to heavy radio listeners. As a result, advertisers looking to bolster awareness, online transactions and website traffic could do well by combining radio spots with radio website ads, rather than advertising on radio alone.
Listeners to Adult Alternative stations are the most likely to visit radio station websites. According to the study, 33.8% of all listeners to this format have visited a radio station website in the past month, followed by Modern Rock (31.6%), Sports (29.4%), News Talk (27.1%), Rock (26.9%), Public Radio (25.8%), Hot AC (25.8%), Classic Rock (25.7%), Contemporary Christian (25%) and Top 40/R (24.4%).
Top metro markets for radio website visitors include MINNEAPOLIS-ST. PAUL, where 25.4% of the market's population has visited a radio website in the past month. ORLANDO ranks second with 22.1% who have visited a radio station website, followed by SAN JOSE (21.4%), SAN FRANCISCO (21.3%) and SEATTLE-TACOMA (21.3%).