SYDNEY: Radio generates a higher level of social media interaction with its audience than any other medium in Australia, according to a new report which also highlights the ability of social media to strengthen the relationship between a listener and a station.

AudienScope, a quarterly national online survey of radio behaviour carried out by researcher GfK, is based on responses from 1,250 listeners. The Q3 2014 report found that 61% of radio listeners had interacted with a radio station's social media page during the previous month, but only 52% had done so with a TV page; the proportion dropped to 36% for newspapers and 33% for magazines.

The main reason for taking to social media was to supplement the listening experience with visual material – 44% of respondents wanted to see videos and photos from a radio show.

Reading about or commenting on music-related content was also popular, with 42% doing so, while similar actions around non-music content, such as celebrities or current affairs, were cited by 39%.

This engagement resulted in a strengthening in the relationship between listener and station for around half (52%) of those taking part, whether that was talking more to other people about the station or simply spending more time listening to it. 

Unsurprisingly, it was younger listeners – one in three of under-25s – who were most likely to be active on radio's social media pages.

And, in a further finding, reported by Mumbrella, young people were found to be twice as likely as older listeners to be influenced by radio competitions and promotions. "This is something that seems to resonate with younger listeners whether it is a cash giveaway or the opportunity to meet a celebrity or go overseas," said Morten Boyer, general manager of GfK media.

He added that the survey had also sought to discover if there was anything that drove consumers to listen at different parts of the day. "Being entertained was the leading reason in every timeslot that people listened to the radio," he declared.

Data sourced from GfK, Mumbrella; additional content by Warc staff