NIELSEN CONSUMER INSIGHTS

Digital Behaviour

Commercial radio listeners are hi-tech, 'connected' and heavy users of all things online and mobile, as highlighted in the just released Consumer Insights Report – Unleashing the Power of Radio, developed by Nielsen in collaboration with Commercial Radio Australia.

This report delves into radio's most lucrative features and its ability to reach a highly qualified audience right before they arrive to shop. Radio consumers have money to spend because more than two-thirds of weekly audience works full-time, tuning in during the working day and away from home.

Key national insights:

  • Three in five (59%) commercial radio listeners have made a purchase online in the past 30 days; and almost a quarter (23%) is spending in excess of $300 online every month
  • Clothing, airline tickets and accommodation make up the top-three items purchased online by commercial radio listeners in the past 30 days – 23%, 20% and 17% respectively
  • Commercial radio listeners love the convenience of online banking with over half checking balances, transferring money and paying bills online
  • Commercial radio listeners love to shop online – 59% of listeners have made a purchase online in the past 30 days and a further 23% indicate they didn’t but are open to doing so in the future.

For more information, please email Briony McLean (Research & Insights Strategist) or call 02 9281 6577.

This data may not be used for, or in association with, any commercial purposes without Commercial Radio Australia’s prior consent.

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