Media Audit: 1 In 5 Adults Visits Radio Websites

Nearly 75% of all adults log onto the Internet and nearly 1 in 5 (18%) of online users visit a radio website over the period of a month. A profile of radio website visitors shows that well-educated, upper-income, white-collar workers, in addition to younger people, tend to be more likely to visit radio websites. These findings come from a recently released telephone study of 118,211 randomly selected adults conducted by THE MEDIA AUDIT between JANUARY, 2006 and APRIL, 2007 in 88 markets across the nation.

...we also found that well-educated, upper-income, white-collar workers tend to have a high likelihood of going to a radio website.

Four top-10 cities (based on population) SAN FRANCISCO, DALLAS, CHICAGO and PHILADELPHIA make it into the top 10 for radio websites visitors. In rank order, the top-three cities for radio website visitors are MINNEAPOLIS, SEATTLE and ATLANTA.

"Three factors that show a very high correlation for visiting radio websites are heavy radio listeners, heavy Internet users and people at work," commented Pres. ROBERT JORDAN. "Adults in these categories are 70% more likely than the average adult to visit a radio website. This information can be helpful for radio stations wishing to build their websites."

Chief Of Research JIM HIGGINBOTHAM noted, "You’d expect younger people go to radio websites; however, we also found that well-educated, upper-income, white-collar workers tend to have a high likelihood of going to a radio website. Not unexpectedly, heavy radio listeners tend to frequent radio websites as well. The use of the Internet and radio in the office environment appears to play a major role in people’s use of radio websites."

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