Even with all the attention given to new video streaming platforms before and during the COVID-19 pandemic, audio content continues to thrive.
Nielsen says 23% of remote workers listen every day to "spoken word" audio content -- local news, podcasts or news/talk radio stations -- and 30% listen at least once a week.
Music -- through AM/FM radio and streaming services -- is more popular, with 40% of remote workers listening every day and 35% listening at least once a week.
The research comes from a Nielsen Remote Workers Survey fielded from June 18 through June 25 this year.
Nielsen says this trend is growing -- especially with the coming of new devices there is now 33% smart speaker penetration of U.S homes and 44% for voice-assisted devices for those 18 years and older.
Peter Katsingris, senior vice president of audience insights, Nielsen, writes that new devices and distributors of audio content will mean opportunity for marketers:
“Brands may want to tailor their messages to better capture the attention of multi-tasking listeners, address consumers’ concerns around their community, and focus on building trust.”
In the first quarter of this year, the average time spent listening to traditional radio for adults 18 years and older was 1 hour/39 minutes -- down from the same period in 2019 (1 hour/42 minutes) and 2018 (1 hour/46 minutes).