SOURCE: BIGresearch

August 30, 2005 10:27 ET

Web Radio Delivers Attractive Group of Consumers

BIGresearch Survey Chronicles Web Radio Listeners Consumption of Media and Products

COLUMBUS, OH -- (MARKET WIRE) -- August 30, 2005 -- Web radio listeners (those who regularly or occasionally listen) are not only growing in numbers but they are also a highly active group of consumers with above average levels of purchase intentions and are early adopters of other new media options according to an analysis by BIGresearch of their most recent Simultaneous Media survey (SIMM VI).

The typical web radio listener is most likely to be young, 74.5% are between 18 and 44, Male, 59.6%, and well paid, with an average household income of $54,334.

The size of this group ranges from 7.2% of adults 18+ who say they regularly listen to web radio (approximately 16 million) to 23.4% who say they occasionally listen to web radio (approximately 52 million).

When it comes to buying men's apparel, the highest percentage of web radio listeners shop most often at Wal-Mart, JC Penney and Kohl's but they index the highest at Old Navy and Gap. Indexes are calculated by dividing a retailer's market share for 18+ web radio listeners by overall 18+ market share. The media which have the greatest influence on their apparel purchases are: magazines, in-store promotions, broadcast TV, newspaper inserts, and cable. However, the media which index the highest for apparel purchase influence are blogging, instant messaging, picture phones and radio.

A high percentage of web radio listeners are planning on spending for the following big ticket items: car/truck, computer, furniture, home appliances, house, jewelry, major home improvement, stereo equipment, TV, DVD, digital camera, and travel.

The radio formats they prefer are: rock, alternative, oldies, top 40/pop and talk.

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About BIGresearch

BIGresearch is a market intelligence firm providing analysis of consumer behavior in areas of retail, financial services, automotive, and media. The syndicated Simultaneous Media Usage Survey (SIMM) monitors more than 12,000 consumers twice each year to identify opportunities in a fragmented and changing marketplace including the media.

BIGresearch's methodology provides the most accurate consumer information in the industry with a margin of error 1 percent. Complimentary findings are available at:

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