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CONSUMERSBRANDS

Targetaudience:Radiolisteners

inChinConsumerInsightsreport

June2024

ConsumerInsightsTargetAudienceReport

Introduction

ReportoverviewConsumerInsightsGlobalmethodology

(1)

Thisreportanalysesconsumersthatlistentotheradio.

ThereportoffersthereaderacomprehensiveoverviewofradiolistenersinChina:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkradiolistenersinChina(’’targetaudience’’)againsttheaverageChineseconsumer,labelledas’’allrespondents’’inthecharts.

ThereportisupdatedquarterlyandisbasedondatafromtheConsumerInsightsGlobalsurvey.

Design:OnlineSurvey,splitquestionnairedesignDuration:approx.15minutes

Language:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternative

Region:56countries

Numberofrespondents:

•12,000+forcountrieswiththeextendedsurvey(includingChina)

•2,000+forthebasicsurvey

Sample:Internetusers,aged18–64,quotassetongenderandage

Fieldwork:

•ContinuousfromJanuarytoDecember

•Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear

2

Notes:(1):Seethefullmethodologyforadetailedoverviewofthestudydesign

Sources:

ConsumerInsightsGlobalasofJune2024

RadiolistenersinChina

Managementsummary:keyinsights

DemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpoints

46%ofradiolistenersareMillennials.52%ofradiolistenersarefemale.Manyradiolistenershaveahighannual

householdincome.

55%ofradiolistenersliveinamegacitywithover5millioninhabitants.

Safetyhaslessimportancetoradiolistenersthantotheaverageconsumer.

GamingandeSportsarerelativelyprevalentinterestsofradiolisteners.

Radiolistenersaremorelikelytohaveoutdooractivitiesasahobbyt