Almost four-in-ten (3.7 million) Australian commercial radio listeners consider themselves trend setters or ‘fashion forward’, according to a new report from Nielsen and Commercial Radio Australia.
The report highlighted that these ‘fashion forward’ radio listeners are more likely to be female, aged 18-54, white collar workers and have an average household income of $104,000 p.a.
Compared to the ‘fashion idlers’, or those who prefer to wait and see, ‘fashion forward’ consumers are always the first to try out the latest trends, quite soon after it becomes available on the market.
Over one-third (37%) of the ‘fashion forwards’ said listening to the radio was an essential part of their day, with 42% stating they tune into radio to find out the latest news and what is happening in their city.
Radio programs in the breakfast, morning and afternoon slots are the best times to reach these consumers, according to the report.
Twenty-eight percent stated they trust their favourite station to inform them of products and services, and 19% are specifically influenced to purchase grocery items after listening to grocery store ads.
CRA’s Joan Warner, said people listening to radio across 2017 showed growth among younger audiences.
“Data shows it’s one of their favourite mediums, with 79% of 18-24-year-olds tuning in every week. Radio continues to be one of the best and most reliable ways for advertisers to reach younger audiences.”
David Burge, Associate Director, Media at Nielsen said: “Interestingly, our research showed that being fashion conscious is not just about the clothes.
“It’s about the image and status they wish to convey. It’s a statement on the individual and they actively set out to improve their image, get noticed and stand out from the crowd.
“These consumers offer big opportunities to radio advertisers as their interests extend beyond clothes and into skincare, cosmetics and other products, such as health and wellness that make them look and feel good.”
Additionally, 67% of commercial radio trendsetters spend more than $50 in a shopping centre per week, preferring to shop in-store, or research an item before purchasing it online. They are more concerned about quality over price when it comes to clothing, footwear and cosmetics.
The Nielsen research showed the’ fashion forward’ consumers are in a position to impact others’ purchasing behaviour, as well.
They are seen as influencers in fashion circles and are more likely to seek out and give advice on a range of clothes, products and services, with 38% stating they talk about what they’ve heard on the radio.
They will not limit advice to fashion, instead will actively influence the rest of the population, but most likely across categories such as eating out, gadgets, cosmetics, holidays, clothes, shoes and accessories, health and nutrition and renovations.
“In general, ‘Fashion Forward’ consumers are more engaged radio listeners, and equally eager to learn more from their trusted radio station about lifestyle trends and share that advice with friends. Thus advertising on the radio is a perfect opportunity to reach these consumers,” concluded Burge.