WHY RADIO FACT SHEET
Radio Triggers Online Searches

Read: 30.2% of adults have initiated an online search based on seeing something on Cable TV; 33.6% of Cable TV viewers who listened to radio during the week have done so.

Radio Scores High in Triggering Online Search

Which of the following triggers you to start an online search?  Adults  Radio Listeners - Avg. Week 
Radio  21.4%  28.1% 
Ad Inserts  19.8%  23.3% 
Blogs  8.2%  9.0% 
Cable TV  30.2%  33.6% 
Mobile Device/Cellphone  10.7%  13.2% 
Coupons  37.8%  41.7% 
Direct Mail  23.3%  27.0% 
Email Advertising  26.1%  29.9% 
Face-to-Face Communication  49.5%  51.2% 
Instant Messaging  7.0%  8.8% 
In-Store Promotions  22.0%  25.9% 
Internet Advertising  23.7%  26.2% 
Magazines  30.6%  34.4% 
Newspapers  25.7%  30.8% 
Online Communities (Facebook, Twitter, etc.)  16.3%  17.4% 
Outdoor Billboard  9.5%  12.0% 
Read an Article  30.9%  31.3% 
Text Messaging  12.5%  15.2% 
TV Broadcast  32.2%  34.6% 
Yellow Pages  2.5%  3.5% 
Other   13.8%  10.1% 
Source: Prosper (R) Media Behaviors Influence (TM) MBI Study, DEC-12; Adults 18+. The sum of the % totals may be greater than 100% because respondents can select more than one answer.



Types of Products Radio Listeners Research Online Before Buying in Person (Category)

Electronics   54.2%  Jewelry/Watches   16.9% 
Apparel  45.4%  Home Decor   17.7% 
Shoes  34.3%  Furniture   17.6% 
Appliances  32.8%  Cars/Trucks   16.3% 
CDs/DVDs/Books  29.9%  Sporting Goods   16.1% 
Food/Groceries  24.6%  Tires/Batteries/Auto Parts   15.3% 
Home Improvement Items  21.6%  Baby/Children's Items   13.6% 
Beauty Care/Cosmetics  20.6%  House/Land   6.0% 
Medicines/Vitamins/Supplements  19.3%       
Source: Prosper Media Behaviors Influence (TM) (MBI) Study, DEC-12; Adults 18+. The sum of the % totals may be greater than 100% because respondents can select more than one answer.



Radio Listeners’ Top Search Categories (Regularly/Occasionally)

Maps/Directions  94.3% 
Restaurants  87.2% 
Clothing/Shoes  85.1% 
Travel  84.2% 
Movies  83.1% 
Product Information/Comparative Shopping (Non-Auto)  82.8% 
Medical Information/Services   77.1% 
Tickets for Concerts/Sporting Events  74.4% 
Online Entertainment   74.2% 
Sports   67.0% 
Automobiles/Trucks  66.5% 
Financial Information/Services   55.1% 
Real Estate  49.2% 
Source: Prosper Media Behaviors Influence (TM)(MBI) Study, DEC-12; Adults 18+. The sum of the % totals may be greater than 100% because respondents can select more than one answer.