AM/FM Radio Is The Sales Engine Of The Home Improvement Category
Audio listeners are the engine of home improvement sales and reveal media strategies that can optimize impact.
Big audio users are massive home improvement shoppers
A recent study conducted by MARU/Matchbox examined home improvement shopping behavior among heavy AM/FM radio listeners and heavy TV viewers. The study took place in April 2024 among 1,291 homeowners. The study revealed audio listeners purchase from more retailers, shop more often, and spend far more than average.
In the past year, heavy AM/FM radio listeners spent 1.4X more than heavy TV viewers ($3,963 versus $2,887).
Versus heavy TV viewers, heavy AM/FM radio listeners shop more retailers (3.2 versus 2.7) and make more shopping trips (5.2 versus 4.7).
AM/FM radio streaming audiences are heavy home improvement shoppers
Heavy home improvement spenders are 32% more likely to listen to AM/FM radio streaming. Frequent home improvement shoppers are 10% more likely to listen to AM/FM radio streaming.
Intention to shop more at home improvement stores is between 1.5X and 2X greater among AM/FM radio versus TV viewers
Looking ahead, a far greater proportion of audio listeners say they intent to spend even more that TV viewers on home improvement.
Audio is an ideal media platform to tout home improvement e-commerce as heavy AM/FM radio listeners are more likely to shop online
In the MARU/Matchbox study, home improvement customers were asked if, in the coming year, they would shop more in-store, more online, or the same amount in-store and online.
Home improvement shoppers were asked if they had shopped online in the last year. Overall, 51% said they had shopped online in the past year. Heavy AM/FM radio listeners (62%) are far more likely to be online home improvement shoppers.
Heavy AM/FM radio listeners are +22% more likely to shop online.
Versus linear TV viewers, audio listeners are more likely to shop online for home improvement. Audio is a much stronger sales channel for direct-to-consumer brands and retailers seeking online transactions.
Home improvement intent: Painting, bathroom remodeling, and outdoor deck/patio improvement are most popular intended home improvement projects
When asked what type of home improvement project or service they planned on using in the next 12 months, painting led as the #1 category followed by bathroom remodeling and outdoor deck/patio improvements.
Home improvement intent: Audio listeners are more likely than TV viewers to take on a wide variety of home improvement projects
Versus heavy TV viewers, heavy AM/FM radio listeners are more likely to intend to do all home improvement projects in the next year. Among heavy audio consumers, painting, bathroom remodeling, carpeting/flooring, and electrical work lead.