1-in-5 Internet Users Visit Radio Station Websites

Think your station’s website doesn’t reach your listeners? Consdier these numbers just released from The Media Audit: Nearly 75% of all adults log onto the internet and nearly 1 in 5 (18%) of online users visit a radio website over the period of a month.A profile of radio website visitors shows that well educated, upper income, white collar workers in addition to younger people tend to be more likely to visit radio websites. These findings come from a recently released telephone study of 118,211 randomly selected adults conducted by The Media Audit between January 2006 and April 2007 in 88 markets across the nation.

Four top 10 cities (based on population) San Francisco, Dallas, Chicago and Philadelphia make it into the top 10 for radio websites visitors. In rank order the top 3 cities for radio website visitors are Minneapolis, Seattle and Atlanta.

“The growing strength of radio websites complements radio as a medium” said Bob Jordan, President of Media Audit. Radio websites put radio on a par with other media in adding visual component and the ability to add features such as coupons for an advertiser. Radio stations have much to gain by including the websites with the traditional radio campaign.”

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