Friday, April 22, 2011

iNet Radio's 'Super Demographic' Exposed

Internet Radio Use Increases Online Ad Responses, Across the Board: Online and Offline

In recent research, "Digital Audio Usage Trends: A Highly Engaged Listenership", TargetSpot looked in-depth at who was listening to Internet radio.

According to a story by Helen Leggatt at, they found that almost 4 out of 10 people (39%) in the US listen to Internet radio on a regular basis, with 80% of those listeners tuning-in for about one to three hours per day.

Those listeners are not station-loyal, according to TargetSpot's research, with the majority (73%) changing stations throughout the day.

Around half (45%) listen to Internet radio on their phones, and 14% via a tablet, but most listen on their personal computers (96%). Interestingly, those tuning-in via a tablet are more likely to spend 4 or more hours listening each day (25%) than personal computer listeners (23%) or mobile/smartphone listeners (16%).

TargetSpot also revealed what they dub a "Super Demographic' among Internet radio users. This demographic, they say, is "tuned-in, highly engaged and influential" and should not be overlooked when developing online marketing campaigns.

As if to underline its importance in the marketing mix, TargetSpot reports 3.5 times higher ad response rates when Internet radio is part of a broadcast radio campaign. Furthermore, adding Internet radio to online campaigns resulted in ad response rates two times higher than without.

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