NIELSEN CONSUMER INSIGHTS

Radio Gone Hi-Tech

Nielsen and Commercial Radio Australia have released the latest Consumer Insights Report on Technology and Gaming. The research provides advertisers and networks with valuable insight into the technology and gaming behaviours and attitudes of Australian metropolitan commercial radio listeners.

Key National Insights include:

  • The commercial radio audience is split into three distinct technology profiles - Tech Lovers (30%), Tech Savvy (26%) and Tech Neutral (44%).
  • Commercial radio reaches 5,630 million Tech Lovers and Tech Savvy consumers in metro markets (14+). 
  • The tech-loving consumer is more likely to be younger, male, a big earner, and white collar, and 26% of them live in a household where a language other than English is spoken. Commercial radio reaches this group most effectively across breakfast, morning, afternoon and drivetime sessions of the day.
  • Tech Lovers and Tech Savvy consumers are more engaged with radio than Tech Neutral consumers. They are more likely to trust live radio reads by presenters, find radio ads entertaining, use radio to keep up-to-date with local news, and use radio to relax and unwind. 
  • Tech Lovers and Tech Savvy consumers are more quality-driven when purchasing. They are tech-reliant, well informed about technology and early technology adopters.

For more information, please contact Briony McLean (Research & Insights Strategist) at briony.mclean@commercialradio.com.au or 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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