TargetSpot Says Internet-Connected Devices Drive New Listening Trends
Digital audio is now
established among consumers while the use of Internet-connected devices, like
in-car devices, smartphones, tablets and connected TVs, is increasing and
boosting the digital market.
That’s according to
the findings of a new study from TargetSpot, called the “2012 Digital Audio Benchmark and Trend Study.” The survey
sample included 1,000 adults who listen to Internet radio between at least once
a month up to daily listening, according to Parks Associates, which fielded the
listenership has reached 42% of adult households in the U.S. that have a
broadband connection, an increase of 8% compared to 2011. The purchasing power
of that audience is also rising, according to the findings, with 22% having a
household income of $100,000, a 29% increase over 2011.
TargetSpot is a digital
audio advertising network, working with name brand advertisers and streaming
partners like CBS Radio, ABC Radio News and Entercom as well as Slacker,
Live365 and Grooveshark.
listeners are also highly engaged: 80% listen from one hour to three hours per
day and 40% listen to between one to two hours per session. Seventy-five
percent of listeners change stations on the same Internet radio service at
least once a day, andnearly two-thirds change to different Internet
radio websites at least once a day, according to this year’s findings.
Advertising Bureau VP Michael Theodore says the study provides insight into
consumers’ interaction with a medium that is becoming increasingly important to
marketers, adding that digital audio listeners are highly engaged, connected at
home, in the gym and the car “and they respond to advertising.” Fifty-eight
percent of listeners recalled having seen or heard an Internet radio ad within
the last 30 days compared to 52 percent in 2011, an 11% increase.
spending more time listening across multiple devices. Compared to last
year, 48% of digital audio listeners spend more time listening on their
tablets, 44% spend more time listening on computers and 38% spend more time
listening on mobile phones.
The use of connected
TVs and in-car Internet radio players is on the rise and are market segments to
watch moving forward, according to TargetSpot. More than one-third of
Internet radio listeners regularly tune in to digital audio on a connected TV
and 14% listen on an in-car Internet radio player.
Of those that have
in-car Internet radio access, more than half (54%) use an Internet radio player
that is built-in to the dash and one-third use Internet audio apps on portable
Internet radio devices that they connect to the car. Additionally, 15%
manually connect a smartphone or tablet into the car’s device outlet, according
to the findings.
The study found 86%
of Internet radio listeners do not pay a fee for access to premium digital audio
content, in essence opting-in to receive ads on free ad-supported digital audio