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Scanning the Audio Demand Landscape

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First published on www.nielsen.com

Audio is an integral part of the daily lives of most Americans. According to Nielsen’s Audio Today report, more than 244 million of us (aged 12+) listen to radio each week; that’s nearly 92 percent of the U.S. population.

But in addition to the widespread reach of radio, today’s audio landscape offers a large variety of options for listeners to choose from. The upside, however, is that content creators and advertisers have a host of ways to engage listeners that didn’t exist even a few years ago. The key to capitalizing on this potential is to understand audio consumers, what motivates them to listen and how to use that information to tailor audio offerings and advertising to be most effective.

The Audio Demand Landscape, a new study that debuted yesterday at Nielsen’s Consumer 360 conference, provides new insight into the different kinds of audio consumers and how different types of audio serve those listeners.

First and foremost, the Audio Demand Landscape segments audio consumers into six different groups based on their habits and what they’re listening for when they tune in. Ranking the groups based on population size (the percentage of all audio consumers they account for) they are:

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