30 Jul Report on audio consumption habits in the UK reveals bigger popularity of smart speakers among older demographics
Listening habits are changing as we have access to new tech and devices. According to research by Rajar Midas, these differ considerably according to demographics, which is a useful hint to advertisers targeting different age groups with digital audio ads.
For example, the average share for on-demand audio via smartphones and mobile phones is highest among younger demographics (at 65%), declining to 38% for ages 55 and up. Conversely, the oldest group in the survey had the highest share of listening to on-demand music via smart speakers at 31%, with only 9% for people aged 15-24.
Overall, most on-demand music is listened to on mobile phones with a reach of 69%, but the popularity of smart speakers in the UK – with just 14% at this point – is growing.
Read this article for a more detailed breakdown of the survey results.