Scarborough Research provides insights into the shopping patterns, lifestyles, media habits, and demographics of today’s consumers. Information about people who have tuned in to online radio or video in the past month is available for nearly all of Scarborough’s categories, including brand-level data. This information is vital for media planners who want to reach a specific audience.
The profile of a typical online radio or video user is a white male, age 25-34, who attended college and owns his own home.
He’s a professional making $75,000+ per year and has taken more than 10 round-trip business flights in the past year. He also participated in the computer hardware/software purchasing decisions in his company.
During his leisure time, the typical online radio or video user shops at Best Buy, visits Starbucks and enjoys an imported beer.
To learn more about how to use Scarborough data to generate ad revenue, please contact Diane Williams at Arbitron.
Profile of Monthly Users of Online Radio or Video
| Scarborough Category | % Composition* |
| White | 73% |
| Male | 62% |
| Age 25-34 | 27% |
| Professional Specialty | 16% |
| Executive, Administrative, Managerial | 15% |
| HH Income $75,000+ | 37% |
| Some College | 43% |
| College Graduate or More | 31% |
| Owns Residence | 63% |
| Scarborough Category | Index |
| Participated in computer hardware/software purchasing decisions in his company in the past year | 206 |
| Taken 10+ business round-trip flights in continental U.S. in the past year | 167 |
| A purchase at Best Buy in the past month | 183 |
| Visited Starbucks in the past month | 176 |
| Drank any imported beer | 164 |
* How to Read: 62 percent of monthly online radio or video users are male. People who use online radio or video are 106 percent more likely than the average consumer to have participated in company purchasing decisions about computer hardware/software in the past year.
