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 twelve 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 Adult Contemporary (HAC) (25.8%), Classic Rock (25.7%), Contemporary Christian (25%), and Dance CHR (24.4%).
Top metro markets for radio website visitors include Minneapolis-St. Paul, Minnesota, where 25.4% of the market's population has visited a radio website in the past month. Orlando, Florida ranks second with 22.1% who have visited a radio station website, followed by San Jose, California (21.4%), San Francisco, California (21.3%), and Seattle-Tacoma, Washington (21.3%). For more information on this study, or for more information on the National Radio Format Report, contact The Media Audit.
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