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Evolution of audio across generations 16 May 2017


Listening habits vary wildly across the generations — except, apparently, when it comes to respect for the turntable. That’s the takeaway from a new report released by the research and consulting firm Jacobs Media Strategies, which asked more than 51,000 respondents about their listening habits. Those results have been released in the Jacobs Media 2017 Techsurvey 13. While the onus of satellite radio listening has been picked up and and carried by older male listeners, the online streaming of audio takes a blow amongst the younger generations.

81% of Gen Z listeners stream audio at least once a week, followed by Millenials (73%) and then Gen X (64%). Boomers trail in this listening trend at 50%. The numbers are fairly split across male and female, with 59% of male listeners and 57% of female listeners dipping into the audio streaming pool at least once a week or more. Of those that do, 39% are doing so daily, followed by 19% who listen to online audio streams weekly. But there’s still a sizable chunk of the market that doesn’t listen at all: 19% of the 51,000 respondents surveyed in the Techsurvey 13 said they’ve never listened via streaming not even once.

Nearly 6 in 10 respondents stream audio at least once a week, especially the younger generations. Source: Jacobs Media Strategies Techsurvey 13. There is quite a big difference between generations that claim to be addicted to their mobile phones which is becoming increasingly important for stations that are looking to make a move into podcast creation. 63% of Millennials say they strongly identify with the idea that they’re addicted to their mobile device, followed by Gen Z at 56% and Gen X at 59%. In this survey, women had a stronger hold than men: 49% of women said they were hooked on their mobile device, as opposed to 36% of men. Both Boomers and Millennials have invested in the old-fashioned gramophone. 42% of Boomers say they own one, with 28% of GenXers saying they have one at home. Read More

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