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.