Regional Radio Fast Facts
Regional Radio Audience Snapshot
Regional Australia is an important and significant market
- Nearly 40% of Australians live in regional areas*
- Regional radio now reaches over 11 million people in regional Australia
- Breakfast radio in regional Australia reaches over 8 million people weekly
- 20% of regional Australians tune in for more than 20 hours each week compared to 25% in metro areas
Profile of commercial radio listeners in regional Australia
- 55% talk about what they hear on the radio
- 23% trust their favourite radio station to inform them
- 56% listen to the radio for information / news on their city
- 33% have made a purchase from a furniture / appliance store in the past month
- 74% have purchased at a department store in the past month
- 67% prefer ads that give them information
- 65% prefer ads that are entertaining
Commercial Radio listeners in Regional Australia are more likely than the average person to intend to purchase household appliances
In the next 12 months, they are:
- 5% more likely to buy a refrigerator
- 11% more likely to buy a dishwasher
- 5% more likely to buy a washing machine
- 8% more likely to buy a clothes dryer
- 13% more likely to buy a hi-fi unit valued over $1500
- 8% more likely to buy a TV / home entertainment unit valued over $1500
- 17% more likely to buy a surround system
- 19% more likely to buy a plasma television
And regional commercial radio listeners trust product endorsements by experts
- They are 8% more likely to agree that they are reassured to use products that an expert recommends
Regional Australia is not indifferent to metropolitan Australia
Compared to people in metropolitan Australia, regional Australians are
- Less likely to change radio station when an ad comes on than in metro areas
- Just as likely to listen to the radio on the way to work
- 44% of regional Australians always listen to the radio on the way to work compared to 45% in metropolitan areas
- As likely as those in metropolitan areas to have a home loan*
- 28% of regional Australians have a home loan, 29% metropolitan Australians
- As likely as metro Australians to apply for a home loan in the next 6 months
- More likely to have children in the home
- 18% of regional Australian families have 2 children in the home
- Are equally as likely as people in metro areas to:
- Buy a new brand to try it out
- Agree that grocery ads influence shopping habits
- Like trying new food products
- Agree that when children come shopping, they spend more
- Pay extra for well known brands
- Switch brands for bargains / specials
- Look out for new brands at the supermarket