• by Jack Loechner , Staff Writer, November 5, 2004

Heavy Radio and TV Users are Heavy Internet Visitors and Buyers

According to The Media Audit in a recent report, Radio listeners are more inclined than television viewers to visit the Internet and buy on the Internet. Bob Jordan, president of International Demographics, Inc producing The Media Audit, said "Radio listeners are substantially more active on the web than are television viewers."

Of those who have Heavy Exposure to radio (180+ minutes per average day) 62.7 percent logged on to the Internet during the past 30 days, and of those who logged on 68.4 percent made one or more purchases on the Internet during the previous year and 39.7 percent made five or more purchases during the same time period.

Among those who have Heavy Exposure to television (300 minutes per average day) 50.8 percent logged on to the Internet during the past 30 days, and of those who logged on 64.7 percent made one or more purchases during the past year and 36.3 percent made five or more purchases during the same time period.

The radio group is also more affluent than those who have heavy exposure to television, and includes more of the 25-54 audience.

Income $	Radio Group	Television Group
50,000 or more	57%	48.9
75,000 +	32.4	26.6
100,000+	17.2	13.0

Source: The Media Audit

Age	Heavy Radio Listeners	Heavy TV Viewers
18-24	14.8%	16.2
25-54	48.5	41.8
45-54	20.5	19.0
55-64	9.9	13.0

Source: The Media Audit

• Almost 34 percent of the radio group is employed in professional/technical and/or proprietor/ managerial occupations.
• In the television group just 23.5 percent are in those occupation classifications.
• The radio group also has slightly more clerical/sales workers and blue collar workers.
• The television group has more of those who say they are retired or are homemakers.
• In education, radio leads with the highest percentage of college graduates, 36.9 to 30.8.

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