Radio listeners are more inclined than TV viewers to visit the Internet and buy on it says the Houston-based syndicated media ratings service, The Media Audit. When looking at listeners who have heavy exposure to radio (180+ minutes/day), 62.7% logged on to the Internet during the past 30 days and of those who logged on 68.4% made one or more purchase on the net during the previous year and 39.7% made five or more purchase during the same time period. In comparison, those with heavy exposure to TV (300 minutes/day) 50.8% logged on to the Internet over the past 30 days with 64 % of those making one or more purchases during the past year and 36.3% made five or more purchases during the same time period.
Overall The Media Audit found that the radio group was more affluent with 57% having incomes of $50,000 + (USD); 32% with $75,000+ and 17.2 with $100,000+ when comparing the television group which showed 48.9%, 26.6% and 13.0% respectively. Age demographics skewed the radio listeners predominantly falling in the 25-40-age group at 48.5% whereas TV viewers in the same age category were at 41.8%.
