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Survey 26 looks at residence, education and purchases.
From over 34,000 returns, across 26 surveys, RRadio Network
is able to draw a complete picture of the online radio listener.
From over two years of surveys, we are able to compare
yesterday with today, and show stability settling in.
Exhibit 1 - residency:
When RRadio Network introduced the online survey in
April, 2002, the first question asked was "where do
you reside?" At that time 82.8% of our network's
audience lived in the United States. A year later
that figure was 63.1%. Today, it stands at 62.8%.
Question: Where do you reside?"
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RRadio
Network |
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Survey 26
7/12 - 8/21/04 |
Survey 12
4/21 - 5/21/03 |
Survey 1
April 1, 2002 |
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Africa | |
3.5% |
0.3% |
0.2% |
|
Asia | |
2.9 |
3.4 |
0.4 |
|
Australia | |
1.8 |
0.9 |
1.1 |
|
Canada | |
7.1 |
6.4 |
5.0 |
|
England | |
3.3 |
3.1 |
2.6 |
|
Europe | |
14.5 |
17.6 |
3.7 |
|
South Pacific | |
1.1 |
- |
- |
|
Russia | |
- |
0.4 |
0.6 |
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South America | |
1.0 |
2.5 |
1.5 |
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US-East | |
28.8 |
31.2 |
43.3 |
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US-Midwest | |
18.0 |
17.1 |
21.2 |
|
US-Mountain | |
4.9 |
4.0 |
7.3 |
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US-Pacific | |
11.1 |
10.8 |
11.0 |
The percentage of those with a higher education
declined 2.5% over the past year.
Survey 26 shows that 57.7% of RRadio Network radio
listeners hold a graduate or post graduate degree:
"I have completed the following education"
A little over a year ago, here is how the audience ranked:
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With Survey 25, RRadio Network began breaking out the
audience in a traditional broadcast grouping. There is
little variation between that survey and Survey 26:
73% of our audience is 25-54.
Age/Gender Key
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RRadio Network stations aggregate audience
for sale to advertisers. We define listeners by
running a continuous survey across the network.
Surveys are branded to the serving station.
An important question facing any advertiser
is "where will the audience spend their money?"
To answer that, we asked 2,047 online radio
listeners to finish this statement:
"Your next BIG purchase will be..."
From an early survey we know that, of online
radio listeners who are planning to buy a
vehicle, 47% will buy new, and 52.9%
will buy used.
A more detailed breakout of the two groups
shows what percentage will buy a new car,
truck or SUV:
RRadio Network conducts the only continuous
survey of online radio listeners.
Advertisers may reach this upscale highly-defined
audience, with one order and one invoice.
Contact: Ken Dardis
440-564-7437
See Survey 25 Results
Here.
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