The new research focused on the listening habits of regular streaming audio and podcast consumers reveals that a significant majority (78%) of respondents are inclined to listen to podcasts while engaging in outdoor activities during the summer.
Specifically, 50% of listeners enjoy streaming audio and podcasts on beach days, while 65% tune in during various outdoor pursuits.
A significant proportion (77%) of respondents stated that they indulge in streaming music, podcasts, or music during summer road trips, with 63% favoring podcasts and 72% opting for streaming audio. Advertising research and analytics provider, Veritonic, conducted the study, surveying 600 individuals aged 18 and above who listen to both podcasts and streaming audio on a monthly basis.
Veritonic CEO Scott Simonelli notes the new opportunity for advertisers to reach listeners via streaming audio, with more people embracing audio content at the beach, lakes, and other outdoor settings as an alternative to printed materials.
“It’s very intimate and powerful for an advertiser to be present at the time when somebody’s doing something that they’re looking to feel better about,” Simonelli says. “You want to be careful about how you take advantage of that opportunity. Because when they’re in that state, you don’t want to hit them over the top with a discount mattress sale.”
The data further demonstrate that streaming audio (72%), podcasts (63%), and AM/FM radio (58%) are the preferred audio sources for road trips. It is worth noting that the survey specifically targeted individuals who listen to both podcasts and streaming audio on a monthly basis. An intriguing finding from the survey indicates that two-thirds of respondents (66%) listen to podcasts when they feel bored, surpassing television consumption (62%) and streaming audio (58%).
Two-thirds of listeners enjoy streaming audio while engaged in idle tasks such as waiting in line at the airport or appointments, compared to 51% who opt for podcasts, 21% who choose AM/FM radio, and 13% who utilize other audio sources. This presents a promising opportunity for brands to establish connections with individuals when they are using audio content to combat boredom or enhance mundane activities.
Simonelli believes these findings help quantify habits that began to develop pre-COVID were cemented by the pandemic, and continue post-pandemic. “That combination of phone, AirPods, and podcast is very habit-forming. It’s very sticky, but also very niche. So if you find a podcast you like, there’s something that’s personal in your ear, that’s accessible all the time.”
