First combined online and radio research reveals real extent of surfers and listeners media behavior

Landmark joint research by the Internet Advertising Bureau (IAB) and the Radio Advertising Bureau (RAB) has revealed the true extent of combined online and radio media consumption in the UK. The results of our collaboration – which IAB chief executive Guy Phillipson believes to be "useful and refreshing for advertisers and agencies." – are outlined below:

• Online and radio are the only mediums predicted to enjoy substantial audience growth over the next 12 months• A fifth of online users listen to the radio at any one time• Combining radio and online significantly enhances response and interaction• Online and radio provide complementary benefits for advertisers• Radio and online are ‘social connectivity’ media.

In the first collaboration of its kind the IAB and RAB explore opportunities for advertisers to utilize both media simultaneously to build brand interaction. "Advertisers and agencies now plan for cross-media effects and therefore need collaborative research to help them understand the likely effects of such activity," RAB chief executive Douglas McArthur said.

With internet and radio together commanding 50% of all media consumption in broadband homes, the opportunities for advertisers to engage with consumers are considerable. Guy Phillipson, chief executive of the IAB, said: "This study shows that internet and radio are natural and powerful partners. This is a growing phenomenon as the internet increasingly becomes central to our everyday lives. Online is the ultimate self-help tool so it’s no surprise that many people check things out online when they hear about them on the radio."

Methodology
The quantitative study was conducted by research company Other Lines of Enquiry and comprised of 523 online questionnaires. Respondents were both regular radio listeners and active internet users with either a dial-up or broadband connection. The qualitative section involved 12 in-depth interviews with younger working adults who have Internet access both at work and at home. The results are representative of the UK online population.

For more information on the RAB please visit their website