En

The Changing Consumer Habits During A Pandemic

How increased radio consumption due to and during lockdown helps increase the chances of a brand being searched online

Snacks, personal care products and non-food baby products are the categories with the highest growth in European e-commerce since the outbreak of the coronavirus pandemic (COVID-19). That's according to a new study by McKinsey & Company. As a result of changing consumer shopping habits, particularly in the UK, the categories with the most serious growth in online sales are over-the-counter (OTC) drugs, followed by accessories and tobacco products.

The closure of many physical stores is a time when brands need to think about how to attract their customers online. Radiocentre's study "The Online Multiplier"1 found that radio is four times more profitable than other media in stimulating search for a brand online - helping your advertising budgets be even more effective at a time when this is extremely important.

Listeners are 52% more likely to include a brand name in their internet search when they hear an ad about it on the radio. The effect is immediate - more than half of Internet searches identified as stimulated by the radio, occurred within 24 hours after the radio commercials were heard.

An ad’s creative is crucial to enhancing the effect of radio advertising. The radio campaigns that lead to the highest results on Internet search communicate a clear and simple proposal. They use strong links to the brand itself, especially if combined with advertising in other media. The best-performing ads direct listeners directly to an obvious and easy-to-find brand Internet address, avoiding slashes or one-time URLs associated with specific campaigns.

At the same time, listening to radio grew steadily in November, due to the lockdown. The "Staying Connected During the COVID-19 Crisis" study, published by Radiocentre, reported that more than a third of users listened to the radio one hour and 53 minutes more each day than before the pandemic. The data reveals that people are increasingly turning to satellite radio and emotional support during the November lockdown. This shows that this media plays a valuable role in supporting people's mental well-being during isolation.

Source: https://www.radiocentre.org/our-research/radio-the-online-multiplier/