Internet Usage In U.S.Synergies With Radio Listeners Remain Strong.

Interep released an updated research report entitled “U.S. Internet Usage/ Cross-media Synergies Between On-line and Traditional Media.” The report offers a profile of current U.S. on-line users, trends in ecommerce, and media synergies between the Internet and traditional media, particularly The report shows that approximately 60% of U.S. adults now access the Internet, up from 50% in 2000. Penetration varies by age range, however, with upwards of 70% of adults 18-44 reporting on-line usage.

Other highlights from the study:

Despite the growing popularity of the Internet, users still show an affluent skew. Online users index at 150 for $100,000 household income – 50% above the U.S. norm.

This index is down, however, from 179 in the year 2000

Top Internet activities: e-mail, obtaining latest news/info/sports, personal shopping, 38% of Americans have made an on-line purchase (Arbitron/Edison 2002)

86% of on-line users say they purchase or research a product on-line at least once a month (America On-line Survey “On-line Shopping Cities, 11/2002)

An estimated $44 billion was spent on-line in 2002 (e-marketer)

Work-based PCs – which account for less than half of U.S. computers – account for 60% of on-line spending. Moreover, shoppers from work-based PCs spend more than home-based shoppers on average per month (Comscore, 2002)

Source: Mediamark, Fall 2002, unless otherwise noted.

Location of Internet access – primarily at-home or at-work – clearly affects its synergies with other media. For instance, at-work usage parallels radio’s ability to reach consumers on the job. This creates a natural congruence. Radio advertising can be used to direct consumers to an advertiser’s website during the workday, offering either direct response, or interactive branding opportunities. During the typical work week – Monday to Friday 6A-7P – radio’s ability to reach Internet users far surpasses that of television across all dayparts. (See attached graph.) In fact, radio’s total Monday-Friday reach of on-line users actually surpasses that of television, including primetime viewing.

The age distribution of radio’s core listeners also closely mimics that of Internet users.

Not surprisingly, a large number of radio formats index extremely well with on-line users.

Formats with some of the highest indices include Modern Rock, Sports, Classical, Classic Hits, Soft AC, Rock, AC, Smooth Jazz and Talk formats.

To view charts CLICK above on ‘More Images’.