Report: Where to Find Light Audio Listeners

RADIO ONLINE | Wednesday, May 1, 2024

Edison Research

Edison Research's Share of Ear study answers the question, "How do Americans 13 spend their day with audio?" Respondents nationwide completed a detailed one-day audio listening diary. This diary details what they listen to, where they listen, what device they listen on, and for how long. While on average respondents spend about four hours per day listening to all forms of audio, some spend hours and hours with audio sources while others spend little to no time at all.

This week's insight explored the audio habits of Americans at both ends of the listening-frequency spectrum: heavy listeners are those who spend four or more hours per day with audio. Light listeners are people who spend one hour or less with audio each day.

One key difference between heavy and light listeners is where they spend time listening to audio in a typical day. Heavy listeners infuse audio sources into all parts of their day in a number of different locations. They spend the most time with audio at home (59%), followed by in a car/truck (21%), then work (16%). A small fraction of their time (4%) is spent listening in other places.

The firm saw a completely different story when observing where light listeners spend their time with audio. The car is key to reaching this audience, since light listeners spend the majority (60%) of their audio time listening in a car or truck. In fact, most light listeners (52% of them) only listen to audio in a car or truck. While some light listeners do listen in other locations, these people can be characterized largely as those who mostly just interact with audio while driving.

Those looking to engage audiences who are harder to reach with audio sources, optimizing your advertisements and content for the in-car experience is essential.