Use the results of the 2021 Edison Research’s Audio Content Survey to guide your audio content marketing.
It reveals how consumer use of audio and voice has expanded beyond smart speakers.
What Devices Does Your Audience Use To Consume Audio and Voice Content?
Consumers continue to listen to and expand their use of audio and voice content.
As the 2021 Edison Research reveals:
- 94 million Americans 12+ listen to audio content on smart speakers. This accounts for 33% of US adults. Of these, 24% use an Amazon Alexa device and 13% use a Google Assistant device;
- 51 million Americans 12+ listen to voice content on their computers. In total, this translates to 18% of US adults;
- 145 million Americans 12+ listen to audio and voice content on their tablets for a total of 51% of US adults; and
- 250 million Americans 12+ listen to voice content on their smartphones. In total this amounts to r 88% of US adults.
Over the past 3 years, US adults have increased their use of a broader array of devices to consume audio and voice content.
While smart speakers started as the shiny new device, the truth is that smartphones have taken over the audio and voice content consumption.
Because they’re always with us!
In addition smartphones allow users to personalize the content they want when, where and how they choose to listen to it.
Further, despite the emergence of in-car listening systems, smartphones remain the in-car audio content device of choice. About half of the adult population uses their own smartphone in their car.
Audio and Voice Content Formats
In addition to using more types of devices to listen to audio and voice content, consumers are listening to more forms of content.
Roughly 7 out of 10 US adults or 193 million people listen to some form of audio content. On average they listen to 16 minutes and 14 seconds per week.
On average, half of the time people listen to audio content with other people. So that voice content isn’t just personal content.
The audience for audiobooks has remained steady at about half of the US adult population or 131 million people.
So transforming your content marketing and other communications can increase your listenership.
Another fifth of the US adult population watches and listens to video games. This audience tends to be a younger demographic.
Podcast listenership continues to grow. In 2021, over 40% of US adults listened to podcasts or 116 million people.
On average, US adults listened to 8 podcasts per week.
What does this mean for your content marketing?
Offer a variety of different forms of audio and voice content.
Audio Content Research Conclusion
Find out what your audience is listening to now. Include which devices they use and when, where and why they choose to listen to entertainment and information.
Realize that it’s not just podcasts and smart assistants. It includes old (and new) fashioned AM/FM radio. For example, in the US, local talk radio is a major media source for elections in the US.
So assess what type of audio and voice content you have within your organization. This includes the soundtrack to video and other presentations.
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