Finding Consumer Trends survey offers insights into buying habbits of regional radio listeners

Commercial Radio Australia (CRA) and Presslaff Interactive Revenue have released the second in the series of Finding Consumer Trend (FCT) reports, offering insights into the lifestyle interests and spending intentions of regional radio listeners.

Grocery Shopping was the subject of the latest study and more than 2100 listeners from across 96 stations throughout Australia took part in the online survey between 23 March and 15 April.

The Grocery Shopping report includes local data, with the results providing radio stations and advertisers with information into audiences’ store preferences and what add-ons enhance their shopping experience. Respondents provided in-depth data on when and where they preferred to shop, their meal planning and preparation, and the technology they used when selecting and buying groceries.

Radio networks use the results of the report to learn what’s important to grocery-buying audiences, create a more meaningful dialogue with their advertisers and to help shape more effective marketing and promotional campaigns.

Says Joan Warner, CEO, CRA: “These very specific insights into the grocery-buying habits of radio listeners will have a powerful impact on stations and advertisers alike. The reports offer a fantastic opportunity, for regional stations, to open the door to new business.”

Each quarter a new report is provided to CRA members to help stations and networks better understand their listeners’ attitudes towards a selected category. The first FCT survey released in 2014 focused on the automotive category and listeners’ vehicle purchase intentions.

Participating networks will receive the Commercial Radio Listener Insights into Grocery Buying Habits this week.

The FCT: Grocery Shopping Executive Summary is available here.