Commercial Radio Australia (CRA) and Presslaff Interactive Revenue have released the fourth in the series of Finding Consumer Trend (FCT) reports, offering insights into the lifestyle interests and buying intentions of regional radio listeners.
The latest survey, on the topic of health and fitness, involved more than 1300 listeners from across 96 stations throughout Australia, providing their views on health, well-being, self-improvement and preferred medical and non-medical services in the health and fitness category.
The online survey was conducted between 19 November and 9 December 2015 and includes local data on how listeners choose wellness services, what services they consider important and their awareness of different treatments or services.
It also includes insights by age group on a range of health and fitness categories, including dentists and orthodontists, beauty spa services, alternative therapies such as massage, acupuncture and meditation, plus what they focus on when looking for a gym.
Radio networks use the results of the report to learn what’s important to audiences, and when approaching advertisers in the health and fitness area, help them to create focused and highly effective marketing campaigns.
“The health and fitness industry is a growing category and the insights into the views of radio listeners, gives stations and advertisers a better understanding of what is relevant for the audience, explained, Joan Warner, chief executive officer of Commercial Radio Australia. This report shows radio audiences have a strong personal sense of health, they take good care of themselves and are open to health and fitness messages.”
Each quarter a new report is provided 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, the second survey released in June 2015, looked into grocery-buying habits the third released in November 2015 focused on insurance providers.
Participating networks will receive the research results this week. The FCT: Commercial Radio Listener Insights into Health and Fitness Interests Executive Summary is available on the Radio It’s a Love Thing website.
Four new studies will be undertaken in 2016.
The next will focus on Finance and Superannuation.
Meanwhile, Neilsen has released its online consumption figures for the holiday season.
The first Nielsen Online Ratings figures of 2016 reveal that Australians spent the first month of the year online planning the year ahead. While current events and global news ranking remained relatively stable, January figures show spikes in travel as well as education and career focused websites.
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