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Natural Congruence for Radio, Internet Consumer Reach

Natural Congruence for Radio, Internet Consumer Reach

Interep has issued a study on Internet usage in the United States that it says demonstrates cross-media synergies between online and traditional media.
The location of Internet access, primarily at home or at work, affects its synergies with other media – radio advertising can be used to direct consumers to an advertiser’s Web site during the workday, offering either direct response or interactive branding opportunities. The age distribution of radio’s core listeners closely mimics that of Internet users.
Internet users still skew to the affluent side, despite the growing popularity of the Internet. Other findings: Internet users are active buyers; 38 percent of Americans have an online purchase; and 86 percent of online users say they purchase or research a product online at least once per month.