More than 706,000 people tuned-in to a Portland radio station last week. They heard the news. They laughed out loud. They enjoyed their favorite songs. They discovered new music. They sang along.
For a Maine small business owners, these engaged listeners are the best consumers. More so than the 55,000 people who did not listen to the radio last week. Let me introduce you to these isolated few who did not tune-in.
The people in Southern Maine who did not listen to the radio last week have something in common…they are not the consumers who make cash registers ring for Portland area businesses.
- They are 54% more likely to earn less than $30,000 than the general population
- They are 40% less likely to have a full-time job than the general population
- They are 85% more likely to be over that age of 65 than the general population
- They are 5% less likely to own their home than the general population
Most Maine business owners target consumers who have the disposable income necessary to purchase the goods and services they sell. According to Nielsen, radio listeners are far more affluent than the sporadic few who stay away.
The people who don’t listen to Portland radio are a lonely bunch. It turns out almost everybody listens to radio each week. As a matter of fact, more people listen to radio than watch TV or own a smartphone.
This may surprise you. Radio is still ubiquitous among 18-34 years old. Many people carry the mistaken belief that this age group has shunned traditional media for all things digital. Not true. Radio continues to rock and rule the millennials.
Doug Schoen summed it up in an article published in Forbes, “You wouldn’t know it from all the media coverage focused on streaming video and streaming music, but recent Nielsen data shows radio actually has the most reach among American media consumers.”
Mr. Schoen went on to say, “The implications of results like these are profound for the communications and advertising industries and as a marketing professional with over 35 years of experience, I found this data nothing short of fascinating. It’s quite clear that we should all be paying more attention to radio, its reach and potential to help our businesses. It’s doing the job with expert efficiency.”
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