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 Nielsen’s Audio Today report, more than 244 million of us (aged 12+) listen to radio each week; that’s nearly 92 percent of the U.S. population.

But in addition to the widespread reach of radio, today’s 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 didn’t 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 Nielsen’s 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 they’re 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, it’s 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

Nielsen’s 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
Scooter Braun Joins NASH Next Country Music Talent Competition
In Brief - August 31, 2015
August 28, 2015
iHeartMedia Promotes Hardin, Zellner and Maynard
WZMP (96.5 AMP Radio)/Philly New Line-Up Announced
KLUC/Las Vegas Adds Kayla To Chet Buchanan & The Morning Zoo
88Nine Radio Milwaukee Promotes Ken Sumka To APD & Justin Barney to MD
Macklemore & Ryan Lewis, iHeartRadio joins Chegg for Music101 Series
Mark “Shark” Ediss Named Afternoon Drive Host At Y100/Savannah
August 27, 2015
Cumulus Goes Underground Alternative In New Orleans
August 26, 2015
Subaru Embraces HD Radio Receivers
Cort Johnson Named APD/Morning Co-Host on 101.9 KINK/Portland
Howard Stern Presents "Booey 25" On SiriusXM Channels
August 25, 2015
Sony Music Entertainment Acquires Century Group
UMG Names Jeffrey Remedios President & CEO/Universal Music Canada
Where Hip Hop Lives App Now Available to International Audiences
August 24, 2015
Leslie Scott Named Program Director Of KNDD/Seattle
Rdio Launches “Promoted Music Experiences” With Hard Rock Hotels & Casinos
Report: Radio Has 30 Million Amplifiers Nationwide
In Brief - August 24, 2015
August 21, 2015
eQB NOW
Entercom South Florida Launches New Alternative Rock 104.3 The Shark
In Brief - August 21, 2015
August 20, 2015
Nielsen Study Shows The Power Of Small & Medium Sized Markets
Music News
Taylor Swift Wins Big At MTV VMAs
Rockers Disturbed Earn Fifth #1 Album
FMQB Photo Pass: Van Halen
Quick Hits: Taylor Swift, Kanye West, Justin Timberlake, Katy Perry, Justin Bieber
Justin Bieber Debuts New Single
Quick Hits: Nicki Minaj, Adele, OMI
Demi Lovato Feeling "Confident" on Fifth LP
Quick Hits: Justin Bieber, Mariah Carey, Omarion, Soundgarden
Pharrell, Demi Lovato & More Added To MTV VMAs Lineup
Quick Hits: Lady Gaga, HBO, Maroon 5, Nick Jonas
MTV To Honor Kanye West
Quick Hits: One Direction, Missy Elliott / The Voice, Azealia Banks, Meg Myers, Coheed and Cambria, Ben Folds
Dr. Dre Issues Apology To "The Women I've Hurt"
Quick Hits: Taylor Swift, album sales, Charli XCX & Bleachers, Chris Brown, Bon Jovi, Voodoo Music + Arts Festival
Quick Hits: JoJo, Kanye West / Frank Ocean, Carrie Underwood, Charlie Puth, The Neighbourhood
FMQB NOW

Mike McVay
SVP/Content & Programming
Cumulus Media

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!