- A Nielsen consumer survey conducted at the onset of pandemic showed younger audiences outpacing older generations in increased radio listening. 18-24 year olds (64%) were more likely than older counterparts (A25-54, 55%) to say they increased their radio listening5.
- Similarly, from pre-COVID to current times, Entercom’s Engaged Impressions study showed an increase of +1.5 hours/week of broadcast OTA and +1.8 hours/week of podcast listening among Gen Z.
3. Screenless technologies increase share: The new life order during the pandemic imposed an incredible load of office work and education time in front of screens. Audiences seeking a balance and ease of access to news and entertainment veered towards smart audio technologies. According to the Infinite Dial Survey (2021) an estimated 94 million in the US own smart speakers, representing a YOY increase of +22%. And 20% of U.S. drivers have in-dash infotainment systems — an uptick of +11% YOY6.
Audio is a change facilitator and augmentor. It immerses audiences in new content and experiences unlike any other medium. Audiences who were comforted and intrigued by audio content and enjoyed the benefits of screenless technologies are now dedicated listeners. As we emerge into a new kind of spring, with much hope to see the end of the pandemic, we remain consumed by audio.
1 Nielsen, Remote Workers Consumer Survey, June 18-25 2020
2 Alter Agents, Entercom Engaged Impressions Survey, n=1,008, P18-54, August 2020
3 Edison Research, Share of Ear, May vs Q1 2020
4 104.1 JACK FM broadcast, 2021
5 Nielsen, Custom Consumer Survey, n=1,000+, P18+, March 20-22, 2020
6 Edison Research, Triton Digital, The Infinite Dial Survey, 2021