Listener Demographics

Quick Facts

*For Customized Qualitative Data, Contact John Griffin

  • Cumulative Audience M-Su 6a-12a Persons 12+: 165,100
  • Core Audience: Adults 45-54 and Adults 65+
  • Gender Composition (Cume) Persons 12+: Men, 60.2%; Women, 39.8%

Age

49.6% of WIBC listeners are between the ages of 25-54, the age group with greatest spending power.

  • 18-24        4.5%
  • 25-34     8.8%
  • 35-44     15.7%
  • 45-54     25.1%
  • 55-64     21.3%
  • 65+         24.6%

Marital Status

  • Married                70.8%
  • Divorce                 12.7%
  • Never married    11.5%

Education

57% of all WIBC listeners attended college.

  • Some College (1-3 years, not graduated)                28.8%
  • College Graduate or more                                           27.2%

Occupation

  • White Collar                       44.8%
  • Blue Collar                           21.9%
  • Sales/Office                       14.6%
  • Service                                 6.2%
  • Professional                       13.9%
  • Production                          10.4%
  • Work Full Time                  56.9%
  • Work Part Time                 9.7%

Household Income

68.8% of all WIBC listeners have a $50,000+ household income.

  • $150,000+                               14.2%
  • $100,000+                              33.4%
  • $75,000-$100,000               13.3%
  • $50,000-$75,000                 22.1%
  • $35,000-$50,000                 15.7%
  • $25,000-$35,000                 5.7%

Where They Live

WIBC listeners reside in these counties:                                 

  • Marion Co.         44.1%                    Hamilton Co.     20.2%
  • Johnson Co.       12.1%                    Hendricks Co.    8.5%
  • Morgan Co.        3%                         Boone Co.           3.7%
  • Hancock Co.       5.2%                     Shelby Co.          3.4%

Auto

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

  • Oil Filter/Oil Change          86.7%
  • New Tires                              42.3%
  • Car Battery                           35.4%
  • Brake Repair                        32.2%
  • Other Car Repair                 21.3%
  • Tune Up/Spark Plugs         21.9%

Own/Rent Home

80.1% of all WIBC listeners own their home.

Market values:

  • Under $99,999                      12.5%
  • $100,000-249,999              49.7%
  • $250,000 +                            17.9%

Financial Services

WIBC listeners utilize these Financial Services.

  • 401-K Plan                                          48.7%
  • Checking Account                             92.3%
  • Uses Debit/ATM Card                     78.1%
  • Home Mortgage                                44.7%
  • Online/Mobile Banking                  55.7%
  • Online Bill Paying                            45.3%
  • Savings Account                               73.8%
  • IRA                                                      35.4%

Investments

74.1% WIBC listeners have some sort of investment.

  • Mutual Funds                                   17.7%
  • Stocks and Stock Options              26.2%
  • Money Market Funds                      10.9%
  • Bonds                                                  9.9%
  • Second Home/Real Estate             9.4%

Household Spending

In the past year WIBC households bought:

  • Hardware/paint/garden               58.3%
  • Carpeting/floor covering              29.9%
  • Furniture                                          25.5%
  • Television                                         20.7%
  • Mattress                                            15.4%
  • Drapes/window treatment           11.5%
  • Camera or accessory                       5.4%

In the next year WIBC households plan to buy:

  • Furniture                                          18%
  • Major Appliances                           11.2%
  • Smartphone                                     12%
  • Computer                                         8.6%
  • Mattress                                           22.7%
  • Tablet PC                                          2.7%

Dining

  • Quick service 4 times past month          12.7%
  • Quick service 5 times past month           8.2%
  • Quick service 6-9 times past month     23.8%
  • Quick service 10+ times past month    34.4%
  • Sit-down 3 times past month                 14.3%
  • Sit-down 4 times past month                 10.4%
  • Sit-down 5 times past month                   7.5%
  • Sit-down 6-9 times past month             21.1%
  • Sit-down 10+ times pas month              13.1%

Groceries

78.7% of all WIBC listeners spend over $100 on groceries in a week.

  • $100-$124            21.9%
  • $125-$149              8.9%
  • $150-199               16.2%
  • $200+                   31.6%

Recreation/Entertainment

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

  • Any pro sports event                     48.8%
  • Indianapolis Zoo                            24.7%
  • Banker’s Life Fieldhouse event   15.2%
  • Children’s museum                        21.1%
  • Pacer game                                      14.5%
  • Colt’s Game                                     17.5%
  • Indianapolis Indians game         20.3%
  • High School Sport Event                30%
  • Arts/Crafts Festival                       14.7%
  • Symphony, opera, etc.                  16.7%
  • Live theater                                     24.3%
  • Indpls Symphony Orchestra       12.6%
  • Indiana State Fair                         30.4%
  • Art Museum                                     7.7%
  • Adult Continuing Education       10.2%
  • Gardening                                       53.4%
  • Swimming                                       27.4%
  • Bowling                                            14.1%
  • Camping                                          21.2%
  • Sewing/Crafts                                18.7%
  • Photography                                   16.7%
  • Bicycling                                             27%
  • Fishing                                             21.2%
  • Jogging/Running                           16.8%
  • Golf                                                    16.3%
  • Volunteer Work                              25.3%

Copyright © 2017 The Nielsen Company. Scarborough R2 2017: Jun16-Aug17