Research study
Radio and the internet
Canadians continue to increase their time spent with the internet. A medium that was once confined to a computer terminal is now easily accessed via cell phone and other portable devices.
Tech savvy consumers constantly online
On average, 69% of adult Canadians are online daily; reach increases significantly for tech savvy young adults.
| Age | Adults 18+ | Adults 18-34 | Adults 18-49 | Adults 25-54 |
| % online yesterday | 69% | 85% | 80% | 77% |
| Source: BBM RTS Fall 2009 |
Radio and Internet tops in time spent
Research indicates that of the major media, radio and the internet have the highest percentage of adults reporting that their time spent is equal or greater than the previous year.
As the Internet continues to grow in popularity, visual media such as print and TV suffer. Time spent with radio is not affected to the same degree because radio and the internet work well together, allowing users to use the two mediums simultaneously.
| Adults 18+ Time spent with media |
| Medium | Same/increased | Decreased |
| Internet | 85% | 15% |
| Radio | 83% | 17% |
| Newspaper | 77% | 23% |
| TV | 74% | 26% |
| Magazine | 72% | 28%; |
| Source: 2010 Foundation Research |
Radio and internet are complementary media
The combination of radio and the internet satisfies the rational and emotional needs of consumers. The internet is a huge resource for information allowing people to find what they want, when they want it. Radio is a personal and emotional medium providing entertainment and companionship throughout the day. Both radio and the internet have the ability to connect users with social communities that appeal to their personal interests.
Simultaneous usage high
The 2010 Foundation Research study reports that almost 30% of adults listen to the radio while online. While radio and internet have distinct primetimes, there are many opportunities for simultaneous usage throughout the day.
| Adults 18+ Reach by Daypart |
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| Source: 2010 Foundation Research |
Radio listening influences web traffic
Radio provides advertisers with an opportunity to create brand awareness and initiate a response.
| Response to Radio Advertising | Adults 18+ | Adults 18-34 | Adults 18-49 | Adults 25-54 |
| Motivated to visit store after hearing radio commercial | 35% | 36% | 37% | 38% |
| Typed website address into browser after hearing it on radio | 39% | 49% | 46% | 43% |
| Source: BBM RTS Fall 2009/2010 Foundation Research |
Radio and the internet case studies
Five Alive’s fresh sound delivers solid ROI: Five Alive used an innovative microsite coupled with an intriguing radio campaign to capture the curiosity of consumers. Learn how this inventive campaign was able to break through the clutter, and successfully reach the target audience.
Philips Bodygroom enhances image with radio: Radio was the perfect medium to help Philips Canada generate buzz around a completely new product. Read this case study to discover how radio is an effective tool in driving consumers to web.
Implications for Advertisers
- Combining radio and the internet is a valuable solution for advertisers, driving brand awareness and increasing sales efforts.
- Using radio to direct listeners to a website gets impressive results and an excellent return on the media investment.