Commercial Radio Australia and Presslaff Interactive Revenue have released the third in the series of Finding Consumer Trend (FCT) reports, offering insights into the lifestyle interests and buying habits of regional radio listeners.
The latest survey, on the topic of insurance, involved more than 1700 listeners from across 96 stations throughout Australia, providing their views on the types of insurance policies they purchased and the factors they considered important when choosing a policy.
The online survey was conducted between 24 August and 11 September and includes local data on listeners’ purchase intentions, their satisfaction levels with their current insurance service and their attitudes towards purchasing insurance online.
It also includes insights by age group on a range of insurance categories, including car, contents, home, health, life, travel and pet insurance.
The respondents, while overwhelmingly female (80% to 20%), were well represented by 25 to 34 year olds (33%) and 35-44 year olds (26%) with an almost equal distribution of 18 to 24 and 45-54 (14 and 16 percent respectively). 9% were between 55 and 64, with a small remainder under 18.
Radio networks use the results of the report to learn what’s important to insurance-buying audiences, create a more meaningful dialogue with their advertisers and to help shape more effective marketing and promotional campaigns.
“The insurance industry is extremely competitive, and these specific insights into the views of radio listeners will provide powerful insights for stations and advertisers alike,” commented Joan Warner, chief executive officer of Commercial Radio Australia.
“The reports offer a fantastic opportunity for stations and networks to open a dialogue with businesses in the insurance category and help shape effective advertising campaigns.”
Each quarter a new report is provided to help stations and networks better understand their listeners’ attitudes towards a selected category.”
The first FCT survey released in 2014 focused on the automotive category and listeners’ vehicle purchase intentions, while the second survey released in June 2015, looked into grocery-buying habits.
Participating networks will receive the research results this week. The FCT: Commercial Radio Listener Insights into Insurance Buying Habits Executive Summary is available on the www.radioitsalovething.com.au website.