Study: Audio Flourishing. Radio Still Strong

Ipsos released a new research study that was commissioned by iHeartMedia called “Day in the Life Audio Journey.” According to a press release from iHeart, the study showed that consumer interest in audio is at an all-time high, with listeners using multiple platforms including radio, digital streaming, podcasts, and smart speakers.

The study explored daily audio usage and habits of Americans ranging from 13 to 64 years of age and focused on when, where, and how they consumed audio.

Here are the highlights from the iHeart release:

– Radio reaches more people than any other medium both daily and weekly.
“On a weekly basis, broadcast radio reaches 85 percent of consumers, surpassing all other audio channels including social media (68 percent) and live television (56 percent). The research also showed that radio has two times the daily listening of streaming services, reaching 69 percent of consumers compared to streaming music’s 34 percent.”

– 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.

iHeartMedia CEO Bob Pittman said, “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. Contrary to some misperceptions, it shows we are living in an audio-first world by drilling down to 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.”

The study, conducted by Ipsos for iHeartMedia in March 2019, surveyed a nationally representative sample of 6,016 consumers aged 13–64 who listen to 1+ audio platforms at least once a week.