Research shows online radio platforms have positive effect | radioinfo

Research shows online radio platforms have positive effect

Friday 10 November, 2017

Sixty-three percent of radio listeners engage with radio outside of traditional radio listening. 

GfK’s latest Radio Insights research shows radio is a multiplatform media that engages audiences through an integrated offering of websites, social media, apps, podcast and live events.  

The research highlights radio’s strength in influencing and engaging consumers, and shows radio’s success in building social media and digital platforms. 
Radio’s online platforms have a positive effect, with one in four people spending more time listening to radio after engaging with a radio social media page and almost a quarter of people said their trust in the radio station had increased because of inter acting with the radio social media page.
The research indicated the primary driver for engagement with radio’s integrated platforms, was to keep current and 52% said they used these platforms to keep up-to-date with national and local news. 
“This Radio Insights research reinforces the Radio Alive rebrand showing advertisers how radio develops strong connections with Australians through its social media interaction and provides additional ways to engage with radio listeners outside a traditional radio ad,” said CRA's Joan Warner.
Dr Morten Boyer, General Manager of GfK Media, said: “Radio listeners don’t just consume radio content, they form strong relationships with their favourite stations and announcers. This is why they are keen to engage with radio across a variety of platforms, as evidenced by this latest Radio Insights release”.
The GfK Radio Insights is an online radio survey which provides additional perspective to the GfK Australian radio ratings. More than 1200 respondents from a representative sample by age, gender, location of Australians both radio and non-radio listeners were included in the survey between 11- 22 August 2017. 

Key findings:

  • Almost 2 in 3 radio listeners engaged with one or more of radio's other platforms in the last year (Websites, social media, podcasts, apps, events or direct contact with the station)
  • 1 in 4 people interact with a radio stations social media page(s) at least monthly
  • Over 1 in 2 people aged 18-24 interacted with a station or radio presenters social media page in the last month
  • 1 in 4 people spent more time listening to radio after engaging with a radio social media page

Full details of the GfK Insights research can be found here.

Download the Radio - Beyond Listening chart here.


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