RPM Study

People are still buyingThe much anticipated RPM Toronto study says consumers continue to buy electronic equipment, spend money on home improvements, and keep more pets.The Radio Product Study, costing Toronto's commercial radio stations which paid for it more than $150,000, was...

People are still buying

The much anticipated RPM Toronto study says consumers continue to buy electronic equipment, spend money on home improvements, and keep more pets.

The Radio Product Study, costing Toronto’s commercial radio stations which paid for it more than $150,000, was conducted by the BBM Bureau of Measurement.

The official release of the study, which surveyed almost 3,500 Toronto adults aged 12+, is Sept. 23.

To gather the data, a media diary and an extensive consumer questionnaire was used.

The survey ran in March and April this year. The last RPM Toronto study was 18 months ago.

The Radio Marketing Bureau’s Terry Hibbard, who worked on the technical and analytical side of the rpm study, says it provides ‘extensive information’ on radio’s customers.

The study found 33% of Toronto adults have bought a cd player since the last study 18 months ago, and 30% of them have bought a home computer.

As well, the study continues, 12% of Torontonians have bought a cellular phone since the last survey, 19% of them have bought a video camera, and 30% of them have bought a cordless phone.

Also, the RPM study says, in the last two years, 22% of Torontonians reported buying a tv, 18% of them bought stereo equipment and a further 14% bought a microwave oven.

Brian Jones, president and chief executive officer of the Toronto-based Radio Marketing Bureau, says the most significant thing about this study is its retail data.

Jones says with qualitative data becoming more and more valuable, the retail information in the rpm study is ‘really significant’ and not available anywhere else.

Hibbard says in the furniture and appliance category, for example, the rpm study reveals the characteristics of customers of The Brick, Ikea, Idomo and others.

Several other key categories are, she says, automotive, beer, grocery, leisure and financial services.

The new study says pets are becoming more popular.

In less than two years, it reports, the percentage of adults who have one or more dogs is up two points to 20% from 18%, and those Torontonians with one or more cats has risen to 24% from 22%.

More than three-quarters of a million adults in Toronto say they spent more than $250 in the past year on home improvements, says the study.

Almost 80% of them had bought interior paint in the last two years, 69% had spent money on landscaping, 56% had added space or remodelled a room, 50% had bought wallpaper and 49% had bought exterior paint and stain.

The rpm study is free to advertisers and their ad agencies.