Radio's Heavy Users Are Also On The Internet

Heavy radio listeners listen to nearly double the amount of radio each week as heavy TV viewers, according to research. Employment is the driving force behind these differences. Indeed the majority of all radio usage nationwide comes from the employed audience while they are away from home.

Of the four media profiled in Nielsen's Audio Today report, heavy radio listeners and heavy Internet users have the most in common, not just in their age and working status, but also in how they spend their time. Heavy radio listeners spend nearly nine hours a week online, second only to the heavy Internet group at over 16 hours weekly.

Both of these groups are very likely to use social media to stay connected — nearly all (92%) heavy Internet users also use social media, and three-quarters of heavy radio listeners do, too, according to Nielsen.

Nielsen concludes, knowing where to focus attention is crucial for marketers and content creators. Reaching enthusiastic users on their favorite medium is the most efficient way to make sure your messages hit home.