People Are Listening More, Watching Less

And RADIO Leads The Way, Per Recent Research Report.

Consumer interest in audio is at an all-time high, with listeners using multiple platforms including radio, digital streaming, podcasts, and smart speakers.

This according to a press release from iHeart Media on “Day in the Life Audio Journey”, a new research study from Ipsos commissioned by iHeart.

The study explored daily audio usage and habits of Americans ranging from 13 to 64 years of age (a sample size of over 6,000 respondents who listen to 1+ audio platform at least once a week) and focused on when, where, and how they consumed audio.

More Time With Audio Than Video.

Reinforcing data from Nielsen’s recent “Audio Today” study, the new Ipsos research shows all ages enjoy listening to audio and spend an average of 17.2 hours a week with broadcast radio, streaming music services, podcasts and other audio outlets.

Generationally, the study found that Millennials and Gen Z listen the most, spending more than 18 hours each week – and 2.6 hours or more each day – listening to audio. “These numbers, along with social media’s continued popularity, reflect consumers’ need for live, human connections,” the study posits.

Bob Pittman, Chairman and CEO of iHeartMedia, says the data shows audio is “hot” right now and “a must” for marketers looking to reach increasingly elusive and fractured audiences.

“If you look at the data, it’s undeniable that consumers are listening more and watching less and this study outlines when, where and why,” says Pittman. “Contrary to some misperceptions, it shows we are living in an audio-first world by drilling down a more granular overview of audio listenership and showing what a day-in-the-life of the average listener is like when it comes to media consumption.”

Other highlights from the report include:

– 65% of listening is done outside the home, most often in the car.
Radio accounts for 65% of in-vehicle audio listening.

– Radio serves as a companion throughout the day.
According to the Ipsos study, radio leads media use 70 percent of waking hours and is the most used audio platform all day, and at all hours.

– Smart speakers are helping radio.
Consumers with smart speakers have spent 47 percent more time listening to radio during prime hours (8-10 p.m.) than those listeners without.

– Consumers are embracing podcasts.
iHeartMedia’s study found that podcasts now represent almost 10% of audio listening among Millennials and that podcast listeners are also radio listeners, with 82% also listening to radio on a weekly basis.