When radio listening is looked at by profession, Skilled Workers are the highest consumers of radio, making radio an excellent media to target this group when they are either on the job or travelling to/from work. Average weekly radio listening for Skilled Workers is over 20 hours.
Small Business Owners who have always been one of the most difficult and diverse groups to reach are also very high consumers of radio. On average they listen for over 19 hours per week.
Radio consistently demonstrates an outstanding ability to reach some of the hardest working people in Australia, from Farm Owners to Semi-Skilled Workers and Professional/Managers, the portability of radio ensures the media reaches these people both at work and at home.
Average Time in Week Usually Spent Listening to the Radio, by Profession
Source: Roy Morgan Research Single Source Survey, July 2009 – June 2010, n=28,724.
Michael Duncan, Media Director, Roy Morgan Research, says:
“In a rapidly changing media market radio continues to deliver significant audience against some of the hardest to reach target groups.
“The rapid expansion of their digital offering has also provided the consumer with much more choice and higher quality sound, both key deliverables for a consumer that demands more choice on their terms.”
Click here to purchase the Roy Morgan Time Spent with Media Report.
This report presents a series of tables that show the time spent with different types of media by different demographic groups in the population. These tables show the time spent with different types of media by men, women, different age groups, states, age by sex, socio economic status, and heavy, medium, light and non internet users. Internet data includes heavy internet users by age group.
Click here to purchase from an extensive range of Radio Profiles available, including Radio Stations and Heavy Radio Listeners.
These profiles provide a broad understanding of the target audience, in terms of demographics, attitudes, activities and media usage in Australia. Also, all Roy Morgan Target Group Profiles include a comparison of Radio as a communication channel with other media.
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