Radio Gone Hi-Tech

Nielsen and Commercial Radio & Audio have released the latest Consumer Insights Report on Technology and Gaming. The research provides advertisers and networks with valuable insight into the technology and gaming behaviours and attitudes of Australian metropolitan commercial radio listeners.

Key national insights:

  • The commercial radio audience is split into three distinct technology profiles: Tech Lovers (30%), Tech Savvy (26%) and Tech Neutral (44%)
  • Commercial radio reaches 5.63M Tech Lovers and Tech Savvy consumers in metro markets (14+)
  • The tech-loving consumer is more likely to be younger, male, a big earner, and white collar, and 26% of them live in a household where a language other than English is spoken. Commercial radio reaches this group most effectively across breakfast, morning, afternoon and drivetime sessions of the day
  • Tech Lovers and Tech Savvy consumers are more engaged with radio than Tech Neutral consumers. They are more likely to trust live radio reads by presenters, find radio ads entertaining, use radio to keep up-to-date with local news, and use radio to relax and unwind
  • Tech Lovers and Tech Savvy consumers are more quality-driven when purchasing. They are tech-reliant, well informed about technology and early technology adopters.

For more information, please email Briony McLean (Research & Insights Strategist) or call 02 9281 6577.

This data may not be used for, or in association with, any commercial purposes without Commercial Radio & Audio’s prior consent.

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