Listener Demographics

Quick Facts

*For Customized Qualitative Data, Contact John Griffin

  • Indianapolis Metro Rank M-F 6a-7p Persons 12+ (Avg Persons): 3rd
  • Cumulative Audience M-Su 6a-12a Persons 12+: 206,000
  • Core Audience: Adults 45-54 and Adults 65+
  • Gender Composition (Cume) Persons 12+: Men, 58.5%; Women, 41.5%

Age

58% of WIBC listeners are between the ages of 25-54, the age group with greatest spending power.

  • 18-24        3.9%
  • 25-34     14.6%
  • 35-44     16.8%
  • 45-54     27.0%
  • 55-64     14.9%
  • 65+         22.7%

Marital Status

  • Married                68.8%  
  • Divorce                 8.6%
  • Never married  17.9%

Education

57% of all WIBC listeners attended college.

  • Some College (1-3 years, not graduated)                22.0%
  • College Graduate or more                                           34.8%                   

Occupation

  • White Collar                       52.2%     
  • Blue Collar                           21.4%
  • Sales/Office                       13.8%        
  • Service                                 7.6%
  • Professional                       21.1%        
  • Production                          9.7,%
  • Work Full Time                  55.8%
  • Work Part Time                 17.8%          

Household Income

62% of all WIBC listeners have a $50,000+ household income.

  • $150,000+                               13.4%
  • $100,000+                               21.7%
  • $75,000-$100,000             20.8%
  • $50,000-$75,000                19.2%
  • $35,000-$50,000                22.5%
  • $25,000-$35,000                8.7%

Where They Live

WIBC listeners reside in these counties:                                 

  • Marion Co.          40.8%                    Hamilton Co.    20.0%
  • Johnson Co.       11.2%                    Hendricks Co.    9.4%
  • Morgan Co.        3.2%                      Boone Co.           1.8%
  • Hancock Co.       8.3%                     Shelby Co.           5.2%

Auto

In the past year WIBC listeners have had their auto repaired/ serviced.

  • Oil Filter/Oil Change          83.7%
  • New Tires                             39.7%
  • Brake Repair                       30.5%
  • Other Car Repair               21.5%
  • Car Battery                          26.8%
  • Tune Up/Spark Plugs      19.2%

Own/Rent Home

84% of all WIBC listeners own their home.

Market values:

  • Under $99,999                      21.5%
  • $100,000-249,999              45.6%
  • $250,000 +                            17.3%

Financial Services

WIBC listeners utilize these Financial Services.

  • 24-hour teller card (ATM)               48.1%
  • 401-K Plan                                           13.7%
  • Checking Account                            81.4%
  • Uses Debit Card                                56.0%
  • Home Mortgage                               21.4%
  • Online Banking                                  28.9%
  • Online Bill Paying                              24.8%
  • Savings Account                               59.0%
  • IRA                                                         9.0%

Investments

63% WIBC listeners have some sort of investment.

  • Mutual Funds                                    36.3%
  • Stocks and Stock Options             35.9%
  • Money Market Funds                      19.3%
  • Bonds                                                  18.4%
  • Second Home/Real Estate           10.7%

Household Spending

In the past year WIBC households bought:

  • Carpeting/floor covering              11.0%
  • Drapes/window treatment         17.4% 
  • Camera or accessory                      14.9%
  • Hardware/paint/garden                77.5%    
  • Furniture                                             16.6%
  • Television                                            26.7%
  • Mattress                                              13.2%

In the next year WIBC households plan to buy:

  • Furniture                                             11.7%
  • Major Appliances                             6.2%
  • Smartphone                                       8.9%
  • Computer                                           8.2%
  • Mattress                                              12.6%
  • Tablet PC                                             7.8%
  • MP3 Player                                         2.9%

Dining

  • fast-food 4 times past month     9.4%
  • fast-food 5 times past month     10.6%
  • fast-food 6-9 times past month 22.4%
  • fast-food 10+ times past month 34.5%
  • sit-down 3 times past month      7.5%
  • sit-down 4 times past month      9.5%
  • sit-down 5 times past month      10.6%
  • sit-down 6-9 times past month  22.4%

Groceries

72% of all WIBC listeners spend over $100 on groceries in a week.

  • $100-$124            26.9%
  • $125-$149            11.5%
  • $150-199              12.9%                                
  • $200+                   20.4%

Recreation/Entertainment

WIBC listeners are active, and in the past year attended or participated in

  • Any pro sports event                     47.4%
  • Indianapolis Zoo                               30.1%
  • Conseco Fieldhouse event          12.9%
  • Children’s museum                         19.3%
  • Pacer game                                        12.9%
  • Colt’s Game                                       15.5%
  • High School Sport Event                 31.5%
  • Arts/Crafts Festival                         18.0%
  • Symphony, opera, etc.                  13.9%
  • Indianapolis Indians game            21.2%
  • Live theater                                        24.3%
  • Indpls Symphony Orchestra        11.7%
  • Indiana State Fair                             30.4%
  • Art Museum                                      10.7%
  • Adult Continuing Education         11.5%
  • Gardening                                           43.2%
  • Swimming                                           21.2%
  • Bowling                                                  26.2%
  • Camping                                              14.7%
  • Sewing/Crafts                                   16.9%
  • Photography                                      21.3%
  • Bicycling                                               19.9%
  • Fishing                                                  19.5%
  • Jogging/Running                              19.9%
  • Golf                                                       19.0%
  • Volunteer Work                                32.0%

Arbitron Inc. Data © Scarborough R2 2012 Adults 18+ Aug 11-July 12