April the 1st, 2015
A recent Nielsen report on the mega-users of four types of media — radio, television, Internet and print — have found that heavy users of radio and television are, for the most part, mutually exclusive. “Heavy TV viewers watch nearly double the amount of TV each week as heavy radio listeners, and conversely, heavy radio listeners listen to nearly double the amount of radio each week as heavy TV viewers,” says Nielsen of the study’s findings.
“Employment is the driving force behind these differences; indeed the majority of all radio usage nationwide comes from the employed audience while they are away from home.” So just what other medium does radio have the most in common with when it comes to heavy users?
“Heavy radio listeners and heavy Internet users actually have the most in common, not just in their age and working status, but also in how they spend their time,” says Nielsen.
“Heavy radio listeners spend nearly nine hours a week online, second only to the heavy Internet group at over 16 hours weekly. And both of these groups are very likely to use social media to stay connected; nearly all (92%) heavy Internet users also use social media, and three-quarters of heavy radio listeners do, too.”
Read more HERE.
