Report: Scanning The Audio Demand Landscape
June 27, 2014
Untitled Document

Audio is an integral part of the daily lives of most Americans. According to Nielsenís Audio Today report, more than 244 million of us (aged 12+) listen to radio each week; thatís nearly 92 percent of the U.S. population.

But in addition to the widespread reach of radio, todayís audio landscape offers a large variety of options for listeners to choose from. The upside, however, is that content creators and advertisers have a host of ways to engage listeners that didnít exist even a few years ago. The key to capitalizing on this potential is to understand audio consumers, what motivates them to listen and how to use that information to tailor audio offerings and advertising to be most effective.

The Audio Demand Landscape, a new study that debuted yesterday at Nielsenís Consumer 360 conference, provides new insight into the different kinds of audio consumers and how different types of audio serve those listeners.

The Audio Demand Landscape segments audio consumers into six different groups based on their habits and what theyíre listening for when they tune in. Ranking the groups based on population size (the percentage of all audio consumers they account for) they are:

* Music Loving Personalizers are passionate music listeners who are mainly seeking an emotional benefit by listening. They prefer free services and often play music in the background.

* Discriminating Audiophiles are highly engaged consumers who listen to and prefer a wide variety of audio, and are willing to pay for specific content.

* Convenience Seeking Traditionalists prefer broadcast radio, listening to their favorite stations and hosts; and they routinely listen in the car.

* Information Seeking Loyalists are heavy broadcast listeners who usually listen to their favorite talk programs for news, education and to stay informed of current events.

* Background Driving Defaulters are less engaged and typically have the radio on in the car for background entertainment or occasionally news and information.

* Techie Audio Enthusiasts are avid consumers of many types of audio. These listeners are early adopters of new platforms to satisfy their audio needs.

When you consider these groups based on the percent of all audio hours of listening they represent, we see that the Information Seeking Loyalists and the Music Loving Personalizers account for nearly half (47 percent) of all audio consumption.

Not all audio consumers are after the same thing, and their specific wants and desires motivate them to use many kinds of audio. For many years, the industry has focused on demographics as an important indicator of how (and why) listeners tune in, but those areas only cover part of the story. As the audio landscape continues to grow, itís important to consider more than just age and gender. And with an expanded knowledge landscape, everyone from broadcasters to musicians to advertisers will be able to tailor their content and marketing messaging based on the particular type of consumer they are trying to reach. From there, they can match the messaging to the most effective platform, or mix of platforms.

METHODOLOGY

Nielsenís Audio Demand Landscape was developed from a survey of an online panel of 4,950 Americans aged 18-74 conducted in English during March 2014 about their audio listening attitudes, motivations, behaviors, habits and preferences.




 
Breaking News
Mike V. Named APD At KFM-BFM/San Diego
Hot 97 New York Brings Hot Summer Mix Weekends Back Through Labor Day
June 29, 2016
iHeartMedia Names Tony Banks Director of Talent Development for Central Division
Elvis Duran To Receive Star On The Hollywood Walk Of Fame
WMGC/Detroit Pulls The Plug On Sports Talk
In Brief - June 29, 2016
June 28, 2016
j‚capps Cracks The Connected Car Code For Radio
ABC Radio, SLS Las Vegas & Skyview Networks Announce Strategic Sales & Radio Programming Relationship
WLTW/New York Celebrates Broadway This Summer At 106.7 LITE FMís Broadway in Bryant Park 2016
CBS Radio Grabs Its Share of Gracie Awards
WXPN/Philadelphia Reaches A Milestone 30,000 Members
June 27, 2016
iHeartMedia-Columbia Names Jonathan Reed Program Director At WNOK
Hilary Returns to 91X/San Diego
Greater Media Restructuring Leads to Layoffs
June 24, 2016
European Music Industry Reacts to "Brexit"
iHeartMedia-Nashville Names Morgan Huelsman Digital PD
In Brief - June 24, 2016
June 23, 2016
Republic Records Names Dan Cohen As VP/Marketing
WMMR/Philadelphia's 11th Annual I Bleed For Preston & Steve Blood Drive Hailed A Big Success
CBS Radio's Lisa Dent, Tim Roberts & Mick Anselmo Honored By Country Radio Hall Of Fame
June 22, 2016
Cumulus Media Appoints John Abbot as Chief Financial Officer
iHeartMedia Cannes Event With Ryan Seacrest And Usher
Berlin School & iHeartMedia Announce Return Of 'Leadership in Audio Innovation' Scholarship Competition
iHeartMedia/St. Louis Announces Launch Of Pride Radio St. Louis
Music News
Does It Inspire You?
Quick Hits: Scotty Moore, Rihanna, Democratic National Convention, Hollywood Walk of Fame
Jennifer Hudson Signs With Epic Records
Quick Hits: Pink Floyd, Riot Fest
BET Awards Honor Prince, Get Political
Drake Still at #1, Chili Peppers Debut at #2
Kelly Clarkson Signs Worldwide Deal With Atlantic Records
Quick Hits: Bernie Worrell, Rihanna, Aerosmith, Kennedy Center Honors, Ralph Stanley
Led Zeppelin Wins Copyright Trial
Quick Hits: Kanye West, The BET Awards
Kanye West, The Weeknd + more to play The Meadows Music and Arts Festival
Quick Hits: Music Midtown festival, Drake, Chance the Rapper. Outta This World concert, Maynard James Keenan
Nick Jonas Debuts at #2, Drake Still Tops Billboard 200
Quick Hits: Made In America festival, Drake, Rita Ora, P.M. Dawn, Grouplove, The Beatles
Quick Hits: Guns N' Roses, Christina Aguilera, Meat Loaf, Suicide Squad soundtrack
FMQB NOW

Brad Savage, PD
WAPS/Akron

Advertisement:
Search FMQB.com
Advertisements:
FMQB Member Login
Email:
Pass:

Save
Not a member yet?
Sign up Now!
Sign Up for Breaking News!
Enter FMQB E-Tracking!