5 in 7 Irish adults are listening digital audio weekly
The study was carried out by Red C Research in June 2021.
2.53 million Irish adults (71%) are listening digital audio weekly, this is the conclusion of a survey realized to around 1000 adults in Ireland.
IAB Ireland says there was a surge of digital audio consumption in 2020, from 66% in 2019 to 71% in 2020, and the consumption of digital audio remains steady in 2021.
According to the survey, around 1 in 3 persons expect digital audio consumption to increase further in the next 12 months. And 15% of digital audio listeners do not listen to FM radio (doubled from 7% in 2020). This incremental reach figure rises to 22% for 18-24’s and 26% for 24-34’s.
The incidence of having a smart speaker has grown year on year to 35% in 2021 (up from 28% in 2020 and 14% in 2019).
Digital audio consumption happens mainly on mobile phones (73%), followed by desktop (28%), in the car (28%), in speakers (25%), and in tablets (16%).