iHeartMedia Study Finds Consumers Crave Human Connection

RADIO ONLINE | Wednesday, October 15, 2025 | 5:24pm CT

iHeartMedia

iHeartMedia has released its third annual consumer insights report, AudioCon 3.0: The Human Consumer, revealing that audiences across generations are emotionally driven, digitally fatigued, and increasingly skeptical of AI and online media.

The new study, conducted by Critical Mass Media for iHeartMedia, found that 82% of consumers worry about AI's societal impact, and 90% say it's important to know their media is created by a real person. Despite near-universal online engagement, 66% of consumers report that social media makes them feel worse, and half believe it drives people apart.

"The data shows us that consumers are emotionally driven, digitally fatigued and yearning for authenticity in an increasingly algorithmic world," said Lainie Fertick, President of Insights for iHeartMedia. "For marketers, it creates both hurdles and unique opportunities to connect with audiences in this new environment."

The report highlights widespread technology burnout-42% of respondents said they sometimes wish they had a "dumbphone," and interest in flip phones has surged 15,000% year-over-year. Trust in online information has also dropped, with two-thirds of consumers aware that algorithms are shaping their perspectives.

Other key findings reveal that children's independence is shrinking in a tech-driven era, with most communication and exploration happening online. Meanwhile, despite 97% of consumers being familiar with AI, three-quarters don't want AI involved in their media or entertainment, and two-thirds fear job loss from automation.

The study underscores one shared belief: humans crave connection. Ninety-five percent of respondents say it feels good to know someone cares, and 92% affirm that technology can't replace meaningful relationships.

iHeartMedia Chairman and CEO Bob Pittman said the findings serve as a reminder for marketers: "In a world of digital saturation and AI acceleration, this study reveals that consumers are not just looking for convenience-they're searching for meaning. Sports, radio, live media and human-led storytelling offer a rare sanctuary of trust, empathy and shared experience."

The findings were presented by Lisa Coffey, Chief Business Officer, and Lainie Fertick at iHeartMedia's AudioCon 2025 event, held October 15 in New York City.