January 25, 2023
Daytime is Prime Time For Audio Platforms: Study
- by Wayne Friedman , June 11, 2024
Digital audio-based streaming platforms -- and other traditional audio platforms -- continue to see benefits when it comes to being a companion media platform for consumers daytime real-time/real-life shopping.
According to a new survey, among those
who shopped in person, 80% did that during the hours of 8 a.m and 5 p.m. During the same time period, 73% listened to audio of some sort.
Research here comes from big audio platform, SiriusXM Media working with Publicis Media and Edison
Research on a nationally representative online diary study of over 2,200 Americans ages 18 to 54.
The study also notes that of those shopping online, 77% did that between 8 a.m. and 5 p.m., where 70% listened to some audio during that same time
window.
The research says around 66% of 18-54-year-olds make a
variety of purchases in a given day -- food, restaurants, household products or groceries, beauty or health products, pet products, or fashion items.
Around 30% make unplanned or spontaneous shopping or buying decisions in a day. Additionally about half
run errands in a day -- 40% grocery shopping, 30% getting gas.
Says
the authors of the study, “Revisiting the idea of primetime, if we focus in on comparing TV and video to audio consumption, we find that throughout the day -- especially in that key
daytime window when consumers are most likely to be away from home, shopping, dining out, and more -- audio listening is higher than TV and video viewing.”
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