Understanding Light and Heavy audio listeners

New research from Edison Research sheds light on the audio consumption habits of Americans, revealing a clear distinction between "heavy listeners" and "light listeners." This information is crucial for marketers seeking to optimize their audio advertising and content strategies to reach specific audiences.

Edison Research's Share of Ear® study employs a comprehensive approach to understanding audio consumption. Participants nationwide complete detailed one-day audio listening diaries, recording what they listen to, where they listen, the devices used, and the duration of listening. According to the study, the average American spends about four hours daily engaging with various audio formats. However, this average masks a significant difference in listening habits.

Heavy Listeners: audio infused throughout the day

Heavy listeners, defined as those dedicating four or more hours daily to audio, integrate audio into various aspects of their lives and locations. They primarily listen at home (59%), followed by car/truck (21%) and work (16%). A smaller portion of their listening time (4%) occurs elsewhere.

Light Listeners: the car as the primary audio hub

Light listeners, those consuming audio for one hour or less each day, present a contrasting picture. For this group, the car reigns supreme. A staggering 60% of their audio consumption happens in a car or truck. In fact, over half (52%) of light listeners exclusively listen to audio while driving. While some light listeners engage with audio in other settings, they are primarily categorized by their car-centric audio habits.

Targeting Strategies for Marketers

Understanding the distinction between heavy and light listeners empowers marketers to develop strategic approaches for reaching specific audiences. Here's a breakdown of key takeaways:

• Reaching Heavy Listeners: Since heavy listeners integrate audio across various locations, marketers can employ a broader strategy. This might include podcasts, streaming services, and even location-based audio advertising solutions depending on the specific locations frequented by the target audience.
• Engaging Light Listeners: Reaching light listeners requires a focus on the in-car experience. Optimizing audio advertisements and content for car listening is crucial for capturing their attention. This could involve shorter, engaging formats, clear messaging, and potentially even partnerships with car audio service providers.

Understanding the distinction between heavy and light audio listeners is vital for successful audio advertising and content creation. By leveraging the insights from research like Share of Ear®, marketers can develop targeted strategies to reach their desired audiences and maximize the impact of their audio campaigns.