Radio Connects to Consumers (RC2C) is a robust study delivering insights into consumer attention, engagement and path to purchase among Canadian audio listeners.
RC2C uncovers what role various media channels play within consumers lives and what motivates people to consume media? Through examination of shopper “types” and attribution, RC2C reveals which media touchpoints inform the path to purchase. Should mainstream media channels receive more credit?
The study moves the audio conversation beyond devices to content - revealing the role of personal music and discovery, the importance of news and information about the communities in which consumes live.
More than a media study to highlight the strengths of radio, RC2C delivers the honest truth about consumer attitudes to media, including the “trust factor” (or lack thereof), ad avoidance and attention paid to media channels.
Study findings will be presented in the context of generational research, moving beyond the trope of “millennials are ruining everything”. Do audio consumption behaviours change as life stages evolve?
8:30 am - Registration
9:00-10:30 am - Presentation