Nearly 75 percent of all adults log on to the Internet, and nearly 1 in 5 (18 percent) of online users visit a radio Web site at least once a month, according to a survey of approximately 118,000 adults by market research firm The Media Audit.
A profile of radio Web visitors shows that well-educated, upper-income, white-collar workers, in addition to younger people, tend to be more likely to visit radio Web sites, according to the findings.
“Three factors that show a very high correlation for visiting radio Web sites are heavy radio listeners, heavy Internet users and people at work” stated Bob Jordan, president of The Media Audit. “Adults in these categories are 70 percent more likely than the average adult to visit a radio Web site.”
