Listening Britain Spring 2019: Online audio hits majority milestone
For the first time, the majority of the UK population are listening to online audio, according to the latest RAJAR MIDAS research for Spring 2019.
With 52% of people over 15 years old currently listening to online audio* every week (up 14.2% year on year), the data marks a significant tipping point in the growth of the format.
Among the 28.5 million people listening, average time spent is 12.9 hours a week, increasing to 15 hours for 15-34 year olds. When it comes to how people are accessing audio content online, the majority use smartphones (64%), followed by 33% for desktops and 20% for voice activated speakers.
Interestingly, listening to audio online is cited as a popular activity for both work and downtime; 43% say that they listen while relaxing, 37% when working or studying and 33% when driving or travelling.
On the whole, 35-54 year olds are the most savvy online audio age group with 35% tuning in, compared with 22% of 15-24s. However, the younger demographic is more likely to be exclusively listening to audio via online - 31% vs 19% for everyone.
For more on the data, download our handy infographic in the link below.
You can also find out what industry experts think of the findings:
- Flora Williams, Connections Business Director, OMD UK
- James Digby, Head of Digital Audio, Bauer Media Group
- Faye McDowall, Lead Digital Strategist, DAX Worldwide
*Online audio: On-Demand music services, podcasts, and live radio via desktop/ laptop, tablet, smartphone and smart speaker and any listen again
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