Online & Radio A Media Conjunction Study

1. Online & RadioA Media Conjunction Study July 2005

2. Project aims & objectives • Study the combination of radio and internet usage in modern media repertoires • Establish how, when, where and why consumers listen to the radio whilst using the internet • Quantify the extent of concurrent internet and radio usage • Identify the reasons for the emergence and growth of this behaviour • Deliver informed ideas about how brand advertisers could use this particular media conjunction to convey more effective commercial messages

3. Methodology Quantitative • Conducted by Other Lines of Enquiry / Dipsticks • 523 x 20 minute online questionnaires • Nationally representative; all active internet users and regular radio listeners; Broadband penetration weighted to the NOP Internet User Profile Survey Qualitative • Conducted by Navigator • 12 x 45 minute face-to-face in-depth interviews with young adults working full time

4. 67% of internet users say they have listened to the radio whilst logged-on… Q19. Do you ever surf the Internet and listen to the radio at the same time? Base: 523

5. An average 20% of people surfing the net are listening to the radio at any one time Q2. Are you listening to the radio now?

6. Prompted question – when have you used the internet and radio together? A fair degree of combined weekday radio & internet usage takes place at work but the majority by far occurs at home in the evening. Q23. WEEKDAY Internet and Radio conjunctive use Base: 523

7. Radio is clearly the main ‘partner’ medium for people using the internet Q18. When you log onto and surf the internet how often do you watch, listen to or read any other forms of media or entertainment? Base: 523

8. The internet is changing overall levels of media consumption – radio is the only traditional medium that seems to benefit Q16. Compared with a year ago, how much time do you think you spend today using …? Base: 523

9. The internet’s key strengths Q13a I use the internet to… (strongly agree OR quite agree summary) Base: 523

10. Using the internet as a shopping tool is also central to the medium’s appeal Q13b Total Agree Summary Base: 523

11. Almost 60% of internet users admit to checking out websites after just hearing about them on the radio Q26 Total Agree Summary Base: 310

12. Radio and online advertising(qualitative) • Some reports of clicking on banners as a result of radio broadcast • usually banners were from known / trusted brands • clicked either in response to that brand’s advertising • or to category or related advertising, or programme reference • banner offers short cut to solution / information • Respondents felt they would be more positive about banner advertising that was in some way related to site content • Radio / internet conjunction might extend this sense of relevance • eg, music related banner encountered when listening to music radio

13. Top 6 internet benefits A peerless aid for helping people to conveniently find and access what they want when they want it. Q27. Is the Internet or radio better at… Base: 310

14. Top 6 radio benefits Offers the ‘human touch’ and helps to shape moods and the rhythm of the day Q27. Is the Internet or radio better at… Base: 310

15. Qualitative conclusions • In many ways radio and the internet are natural companions • There is plenty of evidence that there is ‘follow up’ from radio to internet on shared usage occasions • This is of obvious benefit to advertisers, who can increase their chances of benefiting by maintaining a simultaneous presence in both media

16. Quantitative conclusions • The internet changes consumption of other media • Almost 60% of all internet users admit to checking out websites after just hearing about them on the radio • Radio and the internet are complementary (different benefits)

17. IAB & RAB Media Conjunction Study July 2005 For further information Please contact Laurence Bour at the IAB020 7886 8282laurence@iabuk.net