Radio influencing dining trends

What we hear on radio influences meal time decisions.

One out of two radio listeners dine out at least once a week, 30% are eating out more frequently than before, according the latest Finding Consumer Trends report released today by Commercial Radio Australia and Presslaff Interactive Revenue.
The Dining Habits survey, which involved more than 2,750 listeners from across Australia, reveals listeners’ preferences and interests when choosing to eat out and at home.
The report found:

  • 90% of respondents eat out at least once a month and 54% eat out at least once a week
  • When asked about their top three favourite types of food, Australian cuisine was the most popular choice for 39% of respondents, followed by Chinese (37%), Italian (27%) and Thai (25%)
  • 47% are more interested in a restaurant after hearing about it from their favourite radio personalities
  • When eating at home, 35% have used a meal delivery service
  • 31% said their kitchen needs new cookware and 28% said it needs large appliances
  • Over 1/3 are not sure what they’re doing for dinner on any given day
  • 29% said radio advertisements influence their meal time decisions.

The online survey was conducted between 26 September and 19 October and provides radio stations and advertisers with insights into the consumer dining habits and buying intentions of regional radio listeners.
Radio networks use the results to learn what’s important to audiences, and when approaching advertisers in the food industry, help them to create focused and highly effective marketing campaigns.
“Australians are eating out more frequently and there is growing interest in food trends, meal services and cooking classes.  Radio can be used successfully to influence the consumer decision-making process in these areas,” said Joan Warner of CRA.

FCT reports are released each quarter to assist 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, other surveys have included insurance providersgrocery buyersholiday gift giving,home improvements and travel.

The FCT: Dining Habits Executive Summary is available on the Radio Alive website.