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New Study Underscores Audio’s Importance in Engaging Consumers

"As technology and consumer behavior rapidly evolve, it's crucial for advertisers and marketers to stay ahead of the curve"

Radio World’s “Guest Commentaries” section provides a platform for industry thought leaders and other readers to share their perspective on radio news, technological trends and more. If you’d like to contribute a commentary, or reply to an already published piece, send a submission to radioworld@futurenet.com.


Idil Cakim is SVP of research & insights at Audacy. Devora Rogers is chief strategy officer at Alter Agents.

The world of audio has undergone a remarkable transformation, evolving from a passive companion to an integral part of our daily rituals, according to recent research by Audacy and Alter Agents. The study uncovered a seismic shift in audio consumption, finding that 74% of U.S. adults set aside dedicated time for listening to audio during their day, and an impressive 40% organize their daily schedules around audio content. This trend signifies that audio has solidified its place as a vital component of consumers’ lives. Audiences are not merely passive listeners; they are active, engaged participants in the audio experience.

This data proves a point: As technology and consumer behavior rapidly evolve, it’s crucial for advertisers and marketers to stay ahead of the curve, understanding the changing landscape of audio consumption and its impact on brand advertising. The study specifically explores the significance of audio in people’s daily lives, uncover the trends shaping audio consumption, and offer insights into precision marketing in the audio space.

Idil Cakim

A multi-modal approach builds deeper understanding

Addressing these trends and exploring their implications required a comprehensive research approach. Multi-modal methodology can help to capture both attitudinal and behavioral data. For example, for this study, researchers used a 15-minute online survey involving 1,005 individuals, including both core and expansion group listeners; ethnographies that included a five-day mobile diary exercise among 48 participants; and in-depth, 45-minute-long interviews conducted with 15 individuals.

By examining the data from multiple methodologies, advertising researchers are able to build a more holistic understanding of human behavior and uncover deeper consumer insights. Each component of this research approach served a unique purpose, helping us gain a more profound understanding of how audio fits into people’s lives. This multi-modal approach not only enriches research outcomes but also empowers marketers and advertisers with a comprehensive data-based foundation for crafting strategies that align with consumers’ evolving audio rituals.

The changing landscape of audio consumption

This study is just one of many that shows audio listening behaviors are changing. In the United States alone, almost 75% of internet users regularly listen to digital audio and the amount of time spent listening continues to increase incrementally, says Insider Intelligence.

Other research also points to a boost in the audio landscape, such as Edison Research’s finding that 75% of Americans are now familiar with the term “podcasting,” and 55% have listened to a podcast. In fact, in another study that Alter Agents and Audacy conducted, podcasts also highly garner an engaged listening environment that bolsters attention, with 80% of listeners claiming they listen to ads, most as they enjoy the whole podcast.

Beyond content genres, other metrics also point to the increasing prevalence of audio consumption. A report from Statista’s shows that 32% of U.S. households own a smart speaker, and Inside Radio reports that 41% of owners are primarily listening to streaming audio. We also can’t ignore the impact of consumers’ ubiquitous mobile devices (owned by 85% of the world’s population), which also serve as a central platform for audio consumption, with the portability and accessibility of smartphones contributing to the rise in audio engagement.

The diverse audio ecosystem offers something for everyone, from broadcast audio to streaming and podcasts, consumers have a broad spectrum of choices to cater to their preferences. The varied genres, devices, and platforms offer advertisers an exciting landscape to explore. Couple this with our research that reveals audio engagement is not haphazard but intentional, and you have a powerful combination for engagement.

Routines and rituals: prime time for capturing attention

Devora Rogers

Our research found that listeners allocate time during their daily routines, whether savoring a cup of coffee in the morning, embarking on their daily commute or winding down in bed, to engage with audio content.

For example, one respondent said, “I plan many activities around audio content. I draw and paint to it, I read with audio content whether it’s following along to an audio book or listening to calm nature sounds, I walk and exercise to it, too. Music and podcasts have helped me to stick to my walking goals as the time flies faster when I have something to listen to and think about.”

The study identified that audio listeners are more likely to follow related audio ads during their “audio rituals” and then subsequently make purchase decisions.

The study identified 11 key moments throughout a listener’s day that present brands with the most opportune times to connect with engaged audio consumers.

  • 74% of U.S. adults set aside time for listening in their day
  • 40% say they organize their day around audio content
  • Aligning ads with these daily rituals can boost purchase intent and awareness

Aligning advertising with these rituals can significantly boost purchase intent and brand awareness. It unveils the huge potential for brands to sync their media plans, become part of these rituals and connect more deeply in moments where consumers are more open to hearing brand messaging.

Audio ads that are contextually aligned with what audiences are doing work better, driving audiences to search and shop for products, for example, than those placed without context. These identified rituals give brands opportunities to connect authentically with custom audiences when they are deeply engaged and meet them in the moments that matter.

Advice for brands seeking audio audiences

This research found that listeners cannot imagine a day without audio. In fact, listeners state that without audio, their mental health and self improvement would be severely impacted. One respondent, Andrea from Andover, Maine, said that without audio, “I probably would feel a lot less connected. I feel like I just wouldn’t be as current. But I definitely for sure would be a lot less happy. I really, really love listening to audio.”

There is an overwhelming preference to start their day with audio and listen throughout the day. Alexis from Tucson, Arizona said, “I use audio to help me do things that I need to do, put laundry away, do the dishes, clean the house, stuff like that.”

To connect with these engaged consumers, advertisers can consider some best practices we uncovered based on the research:

  • Place content in context: match your message to audiences’ context, mood and activity.
  • Perk their ears: brand early and often with sonic cues, while also calling out benefits and savings with a clear call to action.
  • Activate influencers: partner with hosts to establish authentic connections and earn trust.

Listeners are deeply immersed in their audio experiences, presenting brands with an opportunity to build trust, tell compelling stories, and establish authentic connections.

This study underscores the significance of recognizing the evolution of audio from companion to ritual. Advertisers that embrace this shift can seize the opportunity to engage audiences more meaningfully, connect with precision, and ultimately drive business success in an ever-changing media landscape.

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