Silverback Strategies’ submit-2020 getaway shopping season consumer study found pretty much as numerous respondents explained they shopped for apparel in-retailer (68.3%) and online (59.5%). Radio reaches considerable percentages of women of all ages 18+ who shopped for clothing in-keep or online for the duration of the earlier 4 months, in accordance to details from five agent 2021 current market/buyer surveys from The Media Audit.
The Media Audit information supports the Silver Strategies’ success, as an common of 20.2% females 18+ shopped for attire in-retail outlet and an ordinary of 19.4% on line. The to start with table correlates these effects for ladies 18–24, 25–44 and 45–64 who shopped in a community keep with their everyday radio listening reveals. Normally, all 3 age teams display potent listenership.
“Based on the table above, advertisers should be mindful radio reaches more mature girls shopping for clothing in-keep as significantly and sometimes extra than younger ladies,” mentioned Jill Medina, Southwest Marketplace Manager, The Media Audit. “Another vital development uncovered in our info is radio reaches ladies who are purchasing for apparel in-store in sizeable quantities in almost each individual profits assortment and quite a few with better incomes.”
The next desk displays radio listenership amongst gals who shopped for apparel online in the course of the past 4 months. Once more, it’s intriguing to notice the oldest age group (45–64) has much larger percentages of radio listening than some of the young age groups.
In some of these markets, radio also reaches huge percentages of the youngest ladies (18–24) who shopped for attire on the net for the duration of the previous 4 weeks, even though numerous ladies in this age group hear to audio streaming solutions.
The Media Audit information also reinforces a pattern already evident before the pandemic and accelerated by it: retail buying for numerous buyers is in-retail store and online and not in-retail outlet or on the internet. Radio is the medium to engage with these girls regardless of wherever they store for apparel, which will be especially vital for advertisers for the duration of the 2021 holiday getaway purchasing period.