Results from the F.C.T. Report on Shopping:Radio Listeners and Their Retail and Holiday Shopping Preferences

F.C.T. Report Purpose: Provide local stations with sales oriented data on listeners’ brand and product preferences, interests and purchase intentions. Provide national and local results for local station sales purposes.

Method: Online Survey. Compilation of local station respondents into one national survey. RAB provided one $500 AMEX gift card as incentive.

Industry Participation: 24 Broadcast Groups representing over 200 radio stations, resulting in just over 20,000 participants nationwide.

Survey Dates: July 16th to August 5th 2013

Winner: A Hubbard Radio Chicago (WDRV) Listener

F.C.T. Report Overview

Agenda• Who Participated • Gift Giving Occasions• Year-End Holiday Shopping• Likely Purchases• Radio Advertising’s Influence• Other Holidays• Marketing Tips• Where People Shop• Wrap-Up: Try This at Home

Female Male0%

10%20%30%40%50%60%70%80%90%

Participation by Gender

45-54 35-44 55-64 25-34 65+ 18-24 Under 180%

5%

10%

15%

20%

25%

30%

Participation by Age

45-54 35-44 55-64 25-34 65+ 18-24 Under 180%

5%

10%

15%

20%

25%

30%

Participation by Age

Yes No0%

10%

20%

30%

40%

50%

60%

70%

Would you be interested in getting exclusive shopping information, special offers and coupons from us?

Opt-In

Me Wife Mother Husband Significant Other

0%10%20%30%40%50%60%70%80%90%

Who is the primary shopper in your family?

Primary Shopper

Grade School

Toddler High School

Adult Junior High College Infant0%5%

10%15%20%25%30%35%40%45%50%

All

What ages are the children/grandchildrenyou may buy gifts for?

Children

Child's B

day

Spouse Prtn

r Bday

Year-End Holid

ay

Mother's Day

Baby S

hower/New

56%

60%

64%

68%

72%

76%

All

On what occasions do you usually buy a gift?

Gift Giving Occasions

62%

64%

66%

68%

70%

72%

74%

76%

78%

Women Only

Gift Giving OccasionsOn what occasions do you usually buy a gift?

Co-workers: 21%

Gift Giving Occasions: Dig Deep

Pets: 13%

Spouse Prtnr Bday

Mother's Day Child's Bday Year-End Holiday Valentine's Day50%52%54%56%58%60%62%64%66%68%70%72%74%

Men Only

Gift Giving OccasionsOn what occasions do you usually buy a gift?

18-24 Year Olds:79% at Mother’s Day69% at Father’s Day68% at Friend’s Birthdays

Gift Giving Occasions: Dig Deep

(Spouse and Year-End round out top 5 at 66% and 58% respectively)

Year-End Holiday Birthdays Back to School Bridal Shower/Wedding

Mother's Day0%

10%

20%

30%

40%

50%

60%

70%

On which of the following shopping occasions do you spend the most money?

High Spend Occasions

0%

10%

20%

30%

40%

50%

60%

70%

80%

All

Year-End Holiday Gift Purchases

Top 5 Higher Price Point

$500-$1000 $100-$500 $1000-$2500

No Set Amount

$2500-$5000

Under $1000%

5%

10%

15%

20%

25%

30%

35%

Overall, how much do you generally spend on Year-End holiday season shopping?

Spend on Year-End Holidays

$500-$1000 $100-$500 $1000-$2500

No Set Amount

$2500-$5000

Under $100 Not Appli-cable

0%5%

10%15%20%25%30%35%40%45%50%

Spend on Year-End Holidays

0%10%20%30%40%50%60%70%80%90%

For the Holiday Shopping season, do you shop for gifts on…

Holiday Shopping Timeline

Sales Specific Product

Free Shipping Emails From Store

WOM0%5%

10%15%20%25%30%35%40%45%50%

Top 5 Shopping Influencers

What influences your shopping decision?

All Influenced by Radio Ads

Spend on Year-End HolidaysRadio Influence

$500-$1000 $100-$500 $1000-$2500

No Set Amount

$2500-$5000

Under $1000%

5%

10%

15%

20%

25%

30%

35%

+ 5 %

0%10%20%30%40%50%60%70%

All Influenced by Radio Ads

Year-End Holiday Spend Compared to Last Year: Influenced by Radio Ads

As you think about shopping for the big Year-End holidays this year, as compared to last year, do you plan to…

+ 4% + 6% + 4%

Online

Local Small Stores

IN Store

Spend MORE

0% 5% 10% 15% 20% 25%

Influence: Radio

Influence: Television

Influence: Newspaper

All

Spend on Holiday Season By Media Influence

Electronics Jewelry Home Ent/Equip Furniture/Home Décor

Spa/Salon Certificates

0%

10%

20%

30%

40%

50%

60%

70%

80%

Year-End Holiday Gift Purchases

Radio Advertising InfluencedAll

Gift Giving Throughout the Year

Valentine’s Day Purchases

Candy Dinner Out Flowers Jewelry Bath/Beauty Products

0%

10%

20%

30%

40%

50%

60%

MenWomen

Mother’s / Father’s Day

Dinner Out Flowers Clothing/ Accessories

Bath/ Beauty Products

Restaurant Meals/ Gift Certificates

Jewelry0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Women Men

Timing. Feelings. Marketing and Copy

Information

How Far in Advance……of a gift-giving occasion do you get your shopping done?

A week or so ahead

Weeks in advance

Couple of Days Before

All Year Long Last Minute0%5%

10%15%20%25%30%35%40%45%

Weekends Evenings Online/Catalog Late Afternoons Middays Morning On my way home

0%

10%

20%

30%

40%

50%

60%

MenWomen

When Do You Shop?

All

Use of Coupons/Daily Deals

Sometimes All the time Rarely Never0%

10%

20%

30%

40%

50%

60%

Getting Best Deal

Brands Reflect ME

Relaxes Me Love the store

Convenience Get it over and done

with

Brands give back

Registry/Wish List

0%

10%

20%

30%

40%

50%

60%

70%

MenWomenAll

Feelings About ShoppingWhich of the following apply to your feelings about shopping?

Discount Retailers

Dept Stores Discount Dept Stores

Online Electronics Retailers

0%10%20%30%40%50%60%70%80%90%

Target, WalmartKmart, etc.

Macy’s, JC Penney Sears, etc. TJ Maxx, Kohl’s

Marshalls, etc.

Where do you typically shop?

Where do you typically shop?

Lots of targeting opportunities beyond the Top 5:

Outlet Stores/Malls…………………………………..………….38%Local Shopping Malls………………………………….………..38%Home Décor (Bed Bath & Beyond/Home Goods)….37%Membership Clubs…………………………………………….…36%Drug Stores (Walgreen’s/CVS/Rite Aid)………………..36%Local Retailers………………………………………………………34%

For those who participated, dig into your own data to see how your station’s demographics may differ from national report.

Birthdays are HUGE. Everybody has one. Birthday emails, gift guides, sponsored on-air or online birthday recognition, these are year-round opportunities for advertisers to remind people to shop for birthday gifts at their business.

Show clients what your listeners are buying and when.Use the information on when people shop to bolster your dayparts and rates.Use the information on when people shop to create promotions that will drive traffic during off-peak hours for retailers.

Put This Report to WorkFor You:

Dining out – restaurant gift certificates at holidays, Valentine's Day, Mother's Day/Father's Day – is a top category for spending across all holidays.

If your local retailers offer online shopping, be sure they promote it in their copy.

Targeting men for gift giving? The messaging should be geared toward getting a good deal…and making the shopping process hassle free: they want to get it over and done with.

Put This Report to Work For You:

Use the insights on what influences shoppers: Sales, Products, Free Shipping, etc., to create campaigns. Be the marketing consultant your advertisers crave.

Remember the power of Friends/Family Referrals and Word of Mouth. Highlight that in postings, recommend using referrals in copy points, encourage forwarding of great deals in your emails.

Advertising works. Those influenced by radio ads, spend more.

Put This Report to Work For You: