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
Nielsen Examines Radio's Reach With Black And Hispanic Consumers
Report: Radio Industry's First-Ever Social Media Study
iHeartMedia Charleston Expands Brian Clearly Duties At WXLY, Tyler Reese Named Program Director At WEZL
In Brief - August 4, 2015
August 3, 2015
Hubbard Radio Purches 30% Stake In PodcastOne
Orlando Davis Extends Contract With WiLD 94.1/Tampa
Mix 96.5/Houston Set To Launch The Dave, Mahoney & DK Morning Show
INgrooves Names Gabriella Ianni Director/Promotion & Marketing
In Brief - August 3, 2015
July 31, 2015
Universal Music Group Extends Lucian Grainge Deal
WOGL/Philly Morning Show Host Ross Brittain Announces Retirement
In Brief - July 31, 2015
July 30, 2015
CBS Radio Extends Scott Shannon
iHeartMedia Reports Results For 2015 Second Quarter
Benztown Promotes Christopher "Jack" Johansing To Marketing Director
July 29, 2015
iHeartMedia Charlotte Names Keith Hotchkiss Market President
Pierre Bouvard: Radio's Delivers On Amazon Prime Day
In Brief - July 29, 2015
July 28, 2015
Cumulus Appoints Brian Thomas As PD For WLS-FM/Chicago
AT&T To Activate FM Chips On Android Smartphones
BroadbandTV & BMG Form Strategic Alliance To Support New Generation Of Music Artists
Chicago Radio Legend John Records Landecker To Sign Off After 40 Years On-Air
Cumulus-Buffalo Re-Signs Shredd and Ragan For Mornings At WEDG
Rare Job Ops at 98 Rock/Baltimore
In Brief - July 28, 2015
Music News
Dr. Dre Confirms New Album Compton Out This Week
Quick Hits: The Weeknd, Charlie Puth, Lana Del Rey, Gwen Stefani & Gavin Rossdale, American Roots Festival, alt-J, Ed Sheeran / D'Angelo / Bill Withers
Jill Scott Scores Chart-Topping LP
Quick Hits: U2, Lady Gaga, Andre 3000, Madden NFL 16 soundtrack
Quick Hits: One Direction, The Voice, Queen Latifah & Mary J. Blige, The Gaslight Anthem, Paul McCartney
Kanye, Sam Smith, The Who & Many More Announced For iHeartRadio Music Festival
FMQB Retro-Active: Ken Sharp Talks to Cherie Currie, and Reviews Live Releases From The Who and The Rolling Stones
Quick Hits: Dr. Dre, U2, Zayn Malik, Gary Clark Jr.
Macklemore Talks New Album, Relapse Into Drug Use
Quick Hits: Meghan Trainor, Justin Bieber, Janelle MonŠe, Keith Richards, Lollapalooza, Chance The Rapper, Neil Young
Imagine Dragons, Jack Johnson Join Farm Aid 30
Quick Hits: Rise Against, Keith Richards, Puscifer, Judas Priest & Mastodon, Mat Kearney, Circa Survive
Rapper Future Hits #1 With Surprise Album
Quick Hits: U2 & Lady Gaga, Disclosure & Sam Smith, Ed Sheeran, Mariah Carey, Bobbi Kristina Brown, Guns N' Roses, Sevendust, Joseph Jackson
Ed Sheeran TV Special To Air On NBC
FMQB NOW

Jonathan Shuford, PD
WRVW/Nashville

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!