Seventy-nine percent of online radio listeners are likely to visit an advertiser on their favorite radio station and 60 percent have made a purchase from the advertiser they clicked on, according to the Arbitron NewMedia/Edison Media Research Internet Study. Online listeners spend almost 50 percent more time online than the average Internet user, averaging more than 11 hours each week on the Web. Almost two-thirds (62 percent) have visited a site they were exposed to while listening to Internet radio. The study was conducted via 2,000 telephone interviews. Arbitron/Edison Media Research is based in Columbia, MD.
