Despite the misplaced belief that know one listens to audio media anymore and that social media rules the usage patterns the latest share of listening study commissioned by Pandora provides an update to what is happening in this perennial medium.
The independent research by Vision Critical was developed following the US Share of Ear study pioneered by Edison that captures listening behaviour across multiple sources. The Share of Listening – Australia study aims to provide a complete and constructive audio snapshot of listening behaviour, including total time spent listening, share of individual channels and devices, mapping listening behaviour by time of day, location and activity. Commissioned by Pandora, the Share of Listening – Australia study will be conducted twice a year to explore the current listening behaviours of Australians.
Here's a snapshot of the results -
Radio 52% of listening
Streaming services such as Pandora 11% of listening
Pandora is dominated by 14-39 year olds with 83% of these listeners listening on mobile phones versus 73 % for total streaming market.Pandora greatest listening time zone was 8.30am - 4.30pm.
What does this survey mean to marketers and advertisers? The answer is to be continually aware that media is truly a state of shifting sands. Traditional patterns change with the introduction of new media and updates in technology.
When planning for the Audio medium Media Futures recommends you plan by target audience as a one size fits all policy simply does not exist.
The other key aspect is to not only monitor media studies( which are after the fact ) but to be predictive and meet the audience as they arrive at their new usage destination.
If your media Policy, Media Strategy, Media Planning and Media Buying is in need of an overhaul Media Futures recommends you seek the services of an independent media specialist.