Research Identifies Radio As “Trusted Medium”
The explosion in choice for consumers has led to a greater need for “trust brands”, according to new research from the Henley Centre. The report also suggests that the community feel and commonality of content offered by radio means that levels of trust in the medium are high across most demographic groups.
The research found that consumers tend to trust sources in their “inner world” of family and friends, but that brands could earn places close to that- Tesco, Amazon and Boots are said to have achieved this.
Radio is said to be constantly described as being “like a friend”. The Henley Centre concluded: “Radio seems to hold an inherent advantage for brands trying to access the inner circle of consumer trust and brand advocacy.”
The research showed that unlike other media, trust in radio was both rational and emotional, but that fulfilment of these needs was dependent on time of day, according to listening mode and editorial context.
High levels of trust in radio were found particularly among younger people, high socio-economic groups and heavier radio listeners. The Henley Centre also identifies a group called “discerning Consumers” who are quick to complain about brands as well as pass on recommendations. Trust in radio among this group was found to be higher than average. Members of the group were also likely to be young, upmarket, full-time working and heavy internet users. They are also 10% more likely that average to be medium or heavy commercial radio listeners.
The report recommends that in order to target these “discerning consumers” using any medium, brands need to be “creative, imaginative and sensitive to the trust context in order to be accepted”.
Further details of the report are available on the RAB website (see below).
RAB: 020 7306 2500 www.rab.co.uk
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