New research from Spotify is showing the unique impact of audio on listener’s attention through measuring biometric data.
The study determined how personalization and interactivity make audio a particularly highly engaging, emotionally provoking, and memorable medium. The research showed audio is more impactful on audiences than television, digital video, and social media.
“Findings from this study provide concrete evidence of how listeners use Spotify to enhance key aspects of their daily lives — and how brands are able to connect with audiences in their most meaningful and immersed moments,” the report says. Among its findings, the report shows that three-quarters (75%) of listeners are open to listening to ads on digital audio if the tone fits what they’re doing at the time.
Spotify researchers analyzed thousands of hours of audio over the course of more than five weeks among 426 participants in the U.S. and U.K. This effort was in an attempt to go beyond what eye-tracking, dwell-time tracking, and recall surveys can indicate. The new research was aimed at measuring engagement and the likelihood that listeners were paying attention.
The study was able to measure whether the audio content participants heard, including ads, caused emotional arousal, and therefore whether they were likely to be paying attention – both engaging with the content and remembering it.
“This study is, to my knowledge, by far the largest study of how humans consume audio in daily life… and it enables an unprecedented glimpse of the role of audio in our lives,” said Josh McDermott, Ph.D., an Associate Professor in MIT’s Department of Brain and Cognitive Sciences, who advised Spotify on the study.
For the research, Spotify partnered with psychophysiological measurement company MindProber on a brand new measuring technique, monitoring the electrodermal activity of Spotify users. Using hand sensors, MindProber collected participants’ physiological data over hour-long listening sessions as they tuned into Spotify throughout the course of a normal day, e.g., while commuting, working, going to the gym, cooking, and relaxing at home.
During the study, participants chose when, where, and what they listened to, in order to mimic their typical audio-streaming habits. During these sessions, participants heard music, podcasts, and both real and mock ads. They completed surveys before and after each session to capture their activity, mood, ad recall, and purchase intent, according to Podcast News Daily.