Survey: Consumers abandoning radio waves in favor of online audio streaming

Mirror Image, a leading provider of edge computing, streaming media and content delivery solutions, announced the results of its survey, “Radio Evolution: From Waves to Online Streaming,” which found that 43% of consumers haven’t listened to their AM/FM radio at home for more than a year. The statistic is among several findings offering insight into today’s audio consumption patterns and implications for audio broadcasters and advertisers.

The evolution of broadcast toward Over-the-Top (OTT) services has traditionally focused on video, but it is impacting both audio content and video content delivery services. With so much attention being paid to video services such as HBO GO and Netflix, Mirror Image conducted a survey to reveal key insights, habits and preferences for audio consumption. 

“Our Radio Evolution survey confirms that broadcast is continuing its rapid evolution toward digital. As audio consumption patterns shift, existing strategies for reaching consumers through traditional broadcast are less relevant, which could cause a decline in engagement and action,” said Charles White, chief revenue officer for Mirror Image. “Broadcasters and advertisers must respond by leveraging the right technologies to ensure they are delivering digital content that is optimized for where and when their audiences are listening.”

Some of the survey's findings include:

Traditional AM/FM radios are on their way out. Consumers are abandoning traditional radio listenership in their homes and cars in favor of online programming such as Pandora and Spotify, two of the most popular online radio platforms. Further, consumers are listening to audio content across a multitude of devices, from smartphones to tablets to Smart TVs.

Listeners are tuning in during the workday. Nearly 80 percent of respondents listen to audio content throughout the workday. As consumers lend more “ear time” than “eye time,” advertisers must be poised to take advantage during this prime time for audio listening. However, advertisers need to ensure that they are effectively targeting their audiences on digital audio channels. According to the survey, 30 percent of respondents indicated that they find online radio advertisements “very annoying,” while 27 percent claim that the ads are never relevant to their interests.

Leverage big data. The survey confirms that consumers are scattered across online radio platforms, so advertisers must know where their audiences are. By leveraging big data and analytics, advertisers can identify how and where target audiences are consuming audio content and tailor advertising campaigns to those platforms.

To view an infographic for Mirror Image’s Radio Evolution Survey: From Waves to Online Streaming go to www.mirror-image.com/audioinfographic