Internet Radio Users are a Social, Connected, and Engaged Audience

by | May. 10, 2012

The largest Digital Audio advertising network, TargetSpot, released the results of its annual Digital Audio Benchmark and Trend Study. Conducted by Parks Associates, this year’s report unveils key new insights about the rapidly growing Digital Audio market. These insights include the growing role of connected devices in facilitating listening, the increase in social interactions while listening, and gains in advertising recall and response rates among Digital Audio consumers.

Digital Audio listeners are highly engaged: 80 percent listen 1-3 hours per day and 40 percent listen 1-2 hours per session. This year’s data reveals not only that 75% of listeners change stations on the same Internet Radio service at least once a day, but also that nearly two thirds of listeners change to different Internet Radio websites at least once a day.

The increase in access to content and user engagement has led to increases in both ad recall and response. 58 percent of listeners recalled having seen or heard an Internet Radio ad within the last 30 days compared to 52 percent in 2011. Of those listeners, 44 percent responded to an Internet Radio ad in some way, compared to 40 percent in 2011.
 



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