Study: Unveils “The Earbud Market”

GroupM Next conducted a survey of 1,000 radio listeners in the United States to research the growth of radio, dissect how Internet and broadcast work in tandem, and examine behaviors specific to Internet radio. The results reveal that the Internet radio audience is an incredibly attractive and obtainable audience for brands.

Highlights include:

• Internet radio users are young and affluent
• Internet radio listeners are less likely to try and avoid an advertisement
• Internet radio listeners are twice as likely to purchase something they heard in an ad
• Moving beyond the car and the home, new marketplaces are emerging for audio advertising that were rarely penetrated by traditional radio.

Traditionally, there are primary locations people listen to the radio—in the car and at home. The rise of Internet radio has not changed this part of the equation much.

More than 90% of the High Internet Radio Listener segment listens to broadcast radio in their car, and 76% listen to broadcastradio at home. While those traditional radio locations are unchallenged for now, two new markets are emerging for the Internet radio generation. The workplace and the gym are new “earbud markets”where advertisers can target consumers with audio ads at a higher rate than ever before.

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