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Web Radio Brings Active Consumers

The typical web radio listener usually falls under the category of being young, 74.5% are between 18 and 44, Male, 59.6%, and well paid, with an average household income of $54,334. According to BIGresearch and their SIMM V (Simultaneous Media Survey), those who regularly or occasionally listen to web radio are growing in number as well as type. It has been found that these listeners are more prone to be active consumers and are more likely to adopt other forms of media options. The size of this group ranges from 7.2% of adults 18+ who say they regularly listen to web radio (approximately 16 million) to 23.4% who say they occasionally listen to web radio (approximately 52 million). The radio formats they prefer are: rock, alternative, oldies, top 40/pop and talk.

When it comes to buying men`s apparel, the highest percentage of web radio listeners shop most often at Wal-Mart, JC Penney and Kohl`s but they index the highest at Old Navy and Gap. Indexes are calculated by dividing a retailer`s market share for 18+ web radio listeners by overall 18+ market share. The media which have the greatest influence on their apparel purchases are: magazines, in-store promotions, broadcast TV, newspaper inserts, and cable. However, the media which index the highest for apparel purchase influence are blogging, instant messaging, picture phones and radio.

A high percentage of web radio listeners are planning on spending for the following big ticket items: car/truck, computer, furniture, home appliances, house, jewelry, major home improvement, stereo equipment, TV, DVD, digital camera, and travel.