Study: Online Radio Listeners Are New Breed Of Consumers

Streamies (online listeners) are highly responsive to dot-com advertisements and purchase more on the Web than Internet users who are not
listening online, according to the latest Arbitron NewMedia/Edison Media
Internet study.

The study, released at the annual Radio Advertising Bureau Marketing
Leadership Conference, reveals that 79 percent of online radio listeners are
likely to visit a Web site advertised on their favorite radio station and 60
percent have made a purchase from a Web site. Almost one-third (32 percent)
made Web-based gift purchases during the 1999 holiday season.

The top 10 items purchased on the Internet by streamies are books (57
percent), music CDs (52 percent), software (50 percent), airline or travel
reservations (47 percent), clothes (41 percent), consumer electronics (34
percent), toys (33 percent), sporting goods (26 percent), banking services
(26 percent) and computers (24 percent).

Spending almost 50 percent more time online than the average Internet user,
streamies are more susceptible to dot-com advertisements, averaging 11
hours and 14 minutes weekly on the Web. Nearly two-thirds (62 percent) of
online listeners have visited a Web site they learned about from radio
advertising. Also, nearly two-thirds (63 percent) of streamies have clicked
on Web advertising.

“Online listeners are worth their weight in gold to Webcasters and
advertisers targeting the Internet audience,” said Bill Rose, vice
president/general manager, Arbitron Internet Information Services.

“Broadcasters and Internet audio channels, who are streaming media on the
Internet, have a chance to deliver advertising to a highly valuable new breed
of consumer – streamies – who are more Web-savvy, buy more online and have
more disposable income.”

Twice as many online listeners come from homes with an annual income of $100K
or more (18 percent) compared to those on the Internet who are not listening
online (eight percent). In addition, 15 percent of streamies have attended
some graduate school, nearly double the amount of those Internet users who
don’t listen online (8 percent).

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