The following report is a synapses of the radio listening patterns of Loyalist College students and to make recommendations to improve the station. The report includes specific questions on general radio listening habits, lifestyle questions, purchase behaviors and standard questions. The listening trends appear to show a 100% radio involvement amongst Loyalist students while 91X is not one of the more popular stations. The lifestyle trends focused on, were mainly involving transportation and spending habits.
While it was obvious that Loyalist students listen to the radio, not all found 91X to be the most popular, 44 % did not listen to it at all. The most frequent responses in regards to popularity were The Mix and Cool 100, due to the most popular genres being Rock, Hip Hop, Country, and Alternative. The stations most listened to for the news was KRock and CBC radio. Out of the students interviewed 44 % tuned in to the radio in the morning, listening on average up to two hours. As the day progressed fewer students would tune into the radio, with 6 % listening in the evening. Out of the morning audience, 31 % of them tuned in during their commute to school, while 62% of them do not drive to school. After reviewing these statistics we believe it to be pertinant to focus more on advertisments within the school and more frequent and relevant news during the peek hours in morning.
The students were interviewed about their lifestyle habits, with 56% of them playing sports, 62% attended night clubs, 93 % watched TV, and 81% exercised regularly. They were also questioned on their spending habits, 37% admitted to shopping online, 6% from television, and 31% buying from stores. When purchasing, 44% used their debit card, 31% relied on a credit card, and only 18% used cash. Also, they differed in how much they would spend; 31% spent under $25, 25% would spend $25 to $50, and another 25% spending over $50. The students were then asked personal questions, 66% interviewed were female and 31% male. Out of these 68% were between the ages of 18 and 24, and earned an income ranging from $0 to $10,000 dollars. Due to the new trend of online shopping we believe it would be a good idea to do more advertising online and sell their gear.
The students were interviewed about their lifestyle habits, with 56% of them playing sports, 62% attended night clubs, 93 % watched TV, and 81% exercised regularly. They were also questioned on their spending habits, 37% admitted to shopping online, 6% from television, and 31% buying from stores. When purchasing, 44% used their debit card, 31% relied on a credit card, and only 18% used cash. Also, they differed in how much they would spend; 31% spent under $25, 25% would spend $25 to $50, and another 25% spending over $50. The students were then asked personal questions, 66% interviewed were female and 31% male. Out of these 68% were between the ages of 18 and 24, and earned an income ranging from $0 to $10,000 dollars. Due to the new trend of online shopping we believe it would be a good idea to do more advertising online and sell their gear.
After analyzing this information, we have determined that there is a serious lack of interest in 91X on the part of Loyalist students. We believe that if there were to be more advertising internally in our college community, as well as external, with more relevant content for students then the percentage of listeners would increase dramaticly. The majority who listened to the radio for news did not do so through 91X, therefore, more international news might bring in a larger listening audience.
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