Australians Spend 3.4 Hours Each Day Listening To Audio: ‘Share Of Listening’ Study

Australians Spend 3.4 Hours Each Day Listening To Audio: ‘Share Of Listening’ Study
Angela Cross
By Angela Cross
SHARE
THIS



Australians spend 3.4 hours a day listening to audio according to the inaugural, Australian-first ‘Share of Listening – Australia’ study*, a universal view of how Australians are consuming and listening to audio.

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. This first study was implemented towards the end of 2016 to provide an independent and accurate snapshot of the shifting listening behaviours of all Australians that in turn is being published as an outlook that sets a benchmark for 2017 and beyond. The next survey will be released in the second half of this year.

The study found that while traditional radio still has a 52 per cent share of listening, streaming services, such as Pandora, have captured 11 per cent of the market in just three years, jumping to the number three listening choice ahead of online music videos and traditional music television.

The research also shows that music streaming is changing listening behaviour. Music streaming consumption is consistent throughout the day and especially evenings with a core 14 to 39 year old demographic, while radio leads during the morning commute and skews to an older audience of 40 to 69 year olds.

“Whilst traditional radio still commands a large reach, the advent and uptake of music streaming is delivering incremental audiences for advertisers. The research found that one in three millennials do not listen to traditional radio in a given week. It’s a compelling look at current listening habits,” Pandora ANZ director of business development Rick Gleave said.

Average time spent listening is stronger for streaming services versus traditional radio across all demographic groups. Pandora is the number one streaming brand for average time spent listening, according to the study.

More than one in 10 Pandora listening occasions were over three hours long, compared to one in 20 for other streaming services.

The majority of traditional radio listening happens in the car during the commute, however, streamers listen throughout the day across multiple devices. Pandora users are more likely to listen in the home, at work, in the gym, as well as the car.

In addition, 83 per cent of Pandora listening occasions are on mobile (compared to 72 per cent for the total streaming market), reaching listeners at any time and any place. As a result, Pandora has the greatest share of listening occasions throughout the day, with 60 per cent occurring between 8.30am and 4.30pm.

“This offers advertisers more opportunity, as listeners have a greater ability to respond to calls to action.” Gleave added.

“At Vision Critical, we’re proud to launch this robust study, delivering an authentic snapshot of Australians listening behaviours. It’s been great to collaborate with Pandora Australia on this important project to understand the current audio landscape in Australia.

“The Share of Listening study is a timely benchmark in measuring the changing dynamic of Australians’ listening habits,” added Andrew Wolstenholme, VP of research for Vision Critical in the Asia Pacific region.

ShareOfListening_infographic_FINAL

* Methodology: Share of Listening – Australia study was conducted by Vision Critical who conducted online interviews with 1,974 Australians aged 14 to 69. A total of 7,592 listening occasions were captured over 7 days and 409,000 minutes of listening. Each respondent was assigned a single day of the week to complete a diary based on all the occasions (with a maximum of 10) they listened to an audio source that day, including: source (AM/ FM radio, streaming, audiobooks, podcasts etc.); if streaming, which service (Pandora, Spotify, Apple Music etc); device used (smartphone, tablet, laptop, AM/ FM radio etc.); who they were with at the time (myself, friends, family etc.); location/ activity (travelling, at work, school/ uni, gym etc.); and time spent listening

Please login with linkedin to comment

ADMA Creative School

Latest News

New Report Calls Out Australian Media & PR Agencies For Promoting Fossil Fuels
  • Advertising
  • Media

New Report Calls Out Australian Media & PR Agencies For Promoting Fossil Fuels

A new global report on the damaging effects of promoting fossil fuels has singled out Australia as being uniquely compromised by agencies lobbying for oil, gas and coal. The joint study by Australian organisations Comms Declare and Clean Creatives lists the 90 advertising, marketing and PR agencies that have hampered cuts to greenhouse gas emissions […]

Recommended

by B&T Magazine

B&T Magazine
72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]

Are You Paying Too Much In Search Marketing?
  • Partner Content

Are You Paying Too Much In Search Marketing?

Are you paying too much for search marketing? Discover the awful truth here. Or, alternatively, look at the invoice.

Partner Content

by B&T Magazine

B&T Magazine
Nine APAC Finalists In One Club’s Young Guns 19 Competition
  • Advertising

Nine APAC Finalists In One Club’s Young Guns 19 Competition

Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]

Adflow’s Regional OOH Coverage Expands By 60%
  • Media

Adflow’s Regional OOH Coverage Expands By 60%

OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion
  • Technology

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion

Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion  (US$10B). Freshworks, which was founded in India, has strong roots […]

SLIK Announces Four New Key Hires
  • Marketing
  • Media

SLIK Announces Four New Key Hires

Independent creative agency, SLIK, has made significant changes to its full service creative offering with four hires across management, creative and production.

How Retailers Can Maximise Their Results This Sales Season
  • Marketing
  • Technology

How Retailers Can Maximise Their Results This Sales Season

Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]