Listening Britain Spring 2019: Online audio hits majority milestone
Posted on: Wednesday 22 May 2019 | IAB UK
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
Found this interesting? Take a look at Podcasts: who is listing research here.