Younger listeners the most likely to be influenced by radio competitions

New research claims that young people are twice as likely to be influenced by radio competitions and promotions than older listeners.

The finding is just one of a number of claims in the latest Audienscope behavioural insights survey, released last week’s at National Radio Conference, which also argued that radio triggers a higher level of social media interaction than other media helping build the connection to the audience.

“(In our research) young people over indexed on the appeal of competitions and promotions,” said Morten Boyer, general manager of GfK media. “This is something that seems to resonate with younger listeners whether it is a cash giveaway or the opportunity to meet a celebrity or go overseas.”

“We found that consistently across the survey were more likely to take action from advertising on radio than any other age group,” he said.