Over 60% of the U.S. population now owns a smartphone and the latest research shows that many of them are actively researching local businesses on the fly. Radio, whose audiences are predominantly local, can play a huge role in leveraging mobile to help local retail. In turn, mobile, which is far-reaching, can boost local radio.
Combining the power of radio and the ubiquity of mobile offers radio stations a way to follow audiences wherever they are, resulting in more deeply engaged audiences. It also invites interaction. Using a mobile device, listeners can take part in interactive games and contests via text message sponsored by their favorite station, phone in a song request or access the mobile optimized version of a station’s website to check out their favorite DJ, for example.
For advertisers, the reasons to connect radio with mobile are even more compelling.