TORONTO – Radio reaches 90% of Canadian adults over 18 years of age every week, and 56% of them listen to the radio seven days a week, particularly business executives, parents and affluent Canadians, says the Research Foundation Study from the Radio Marketing Bureau.
The annual report is based on a telephone survey of 1,012 English Canadians representative of the national population considering age and regional distribution, and was conducted in October, 2008.
“Radio plays an integral part in everyday life; it accompanies every activity, from driving and working to surfing online. No other single media can match radio for its versatility, audience characteristics and its unique ability to reach consumers anytime, anywhere,” said Chris Bandak of Foundation Research.
Other highlights from the study found:
– For 83% of adults, radio use in 2008 increased or stayed the same as the previous year. That percentage is equal to the Internet, and higher than newspapers (79%) and TV (76%). The main reasons for increased tuning are more time spent in the car, longer commutes, and the ability to listen at work.
– Adults spend more time with radio than any other media during a typical work day, listening to traditional radio an average of 125 minutes and online radio for 34 minutes. Radio’s total of 159 minutes is 23% more than TV and approximately double that of the Internet.
– Radio accompanies Canadians throughout their day. 70% of Canadians listen to radio on the drive to work, school or shopping, meaning that radio ranks highest of all media reaching consumers prior to a shopping occasion.
For more information on the study, click here.
