Internet radio’s ‘Super Demographic’ exposed

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targetspot_logo.gifIn recent research, “Digital Audio Usage Trends: A Highly Engaged Listenership”, TargetSpot looked in-depth at who was listening to Internet radio.

They found that almost 4 out of 10 people (39%) in the US listen to Internet radio on a regular basis, with 80% of those listeners tuning-in for about one to three hours per day.
Those listeners are not station-loyal, according to TargetSpot’s research, with the majority (73%) changing stations throughout the day.

Around half (45%) listen to Internet radio on their phones, and 14% via a tablet, but most listen on their personal computers (96%). Interestingly, those tuning-in via a tablet are more likely to spend 4 or more hours listening each day (25%) than personal computer listeners (23%) or mobile/smartphone listeners (16%).

TargetSpot also revealed what they dub a “Super Demographic’ among Internet radio users. This demographic, they say, is “tuned-in, highly engaged and influential” and should not be overlooked when developing online marketing campaigns.

As if to underline its importance in the marketing mix, TargetSpot reports 3.5 times higher ad response rates when Internet radio is part of a broadcast radio campaign. Furthermore, adding Internet radio to online campaigns resulted in ad response rates two times higher than without.

“The explosion in digital audio usage has created a very large and influential audience of connected individuals that consume more and more audio content,” said Rick Ducey, Chief Strategy Officer at Bia/Kelsey.

“Tapping into this audience represents an enormous opportunity for advertisers to increase both the reach and effectiveness of their online advertising and/or Broadcast Radio campaigns.”

According to eMarketer, $800 million will be spent in the US on Internet radio advertising this year, an increase of 27.4% over 2010. That figure is expected to double by 2015 to $1.6 billion.



Kristina Knight is a freelance writer based in Ohio, United States. She began her career in radio and television broadcasting, focusing her energies on health and business reporting. After six years in the industry, Kristina branched out on her own. Since 2001, her articles have appeared in Family Delegate, Credit Union Business, and with Threshold Media.