Streaming Audio Is the Perfect WFH Partner

Priscilla Valls vice president agency ampamp advertiser development at Pandora talks about the importance of doing this shared research with Mindshare and Edison quotAs the leaders in the addressable audio marketplace across content types platforms and devices marketers have always looked to us to reach known and understood audiences This study demonstrates some of the breadth and depth of insights we tap into when guiding marketers on where when and how to speak to their best customers ensuring that marketing messages add value to listening experience and as a result positive business outcomes It was great to partner with Mindshare to do this research as a way to get a deeper understanding of today39s workfromhome audience and the crucial role audio plays in their daily lives and how it is a welcomed companion that contributes to people39s overall workday productivityquotTo get a full grasp of the landscape Edison conducted online interviews with adults 18 who were employed either full or part time These results were then compared with atwork studies conducted in 1997 and 2013 The 2020 study highlighted these emerging trendsThe Era of the Home Office Is Here for 24 Hours a DayWhile the workfromhome trend predated COVID19 it only represented 8 fulltime and 9 parttime workers in 1997 and 2013 During the pandemic it ballooned to 49 with higher income adults and parents of children overindexing compared to all workers By contrast Black Americans and lowerincome adults are both 12 more likely to be currently working outside their homeFor those working from home office hours have greatly expanded It is no longer 9 to 5 Almost one in three Americans are currently working outside their normal work hours and their daily routines have been disrupted and often stressedquotAs the workplace and the workday have evolved during the pandemic established routines are gone and that39s something many people find themselves missingquot says Alexis Fragale director customer strategy Mindshare quotFor brands and marketers it39s important to understand the mindset of their audience the disruptions they39re facing and how it39s impacting them They need to examine the role they want to fulfill at this time as they try to capture their consumers39 attentionquotAmidst Disruption WFH Is a Welcome Change amp8230 For SomeWork flexibility has become a high priority for workers 58 giving them more time with family 65 better worklife balance 58 made them happier 56 and more productive 55 less stressed 50 and more resourceful 50 But that might depend on demographics and household composition While parenting can often be challenging in normal times the pandemic has brought on unique stress Many parents say the pandemic has made it harder to be a good parent 47 with seventy percent of working parents say that they are also juggling their child39s athome virtual learning six in ten of those with children learning athome say that it has been difficult to balance work with virtual learning Obviously working parents are especially likely to be feeling the pain from juggling work with parenting including Women 118 index Hispanics 111 index and those with lower income 109 indexStreaming Audio is a Welcome ActivityWhile media habits in general have evolved during the pandemic streaming audio has been particularly successful The study found that 7 in 10 workers listen to any audio while working with even higher numbers for Gen Z 87 Hispanics 82 and Parents 79 And audio itself has undergone a digital transformation Compared to Edison Research39s 2013 atwork listening study those who say they listen to streaming audio while working has grown by 57 while those who listen to AMFM radio while working has declined by 8Notably other forms of digital audio are also experiencing growth during the pandemic 41 of listeners are spending more time listening to podcasts while 45 are spending more time listening to audiobooksConsumers Love Audio as a Mood LifterAudio is favored by consumers for a variety of reasons The study found that it helps fill silence 71 makes their workday go faster 69 helps them escape 58 makes them feel connected 52 and provides a break from screens 50 Audio also puts workers in a good mood 69 help them stay focused 59 and provides inspiration 52Audio Can Lead to Online Shopping Through AdsThose who listen to audio are paying attention and are therefore more receptive to ads Half of those who listen to streaming audio while working do so through an adsupported service meaning that there is significant opportunity for brands to reach and resonate with listeners during the workday Many workers feel that they are even more receptive to ads while working 37 of those who listen to adsupported audio while working say that they pay more attention to streaming audio ads while they39re working than when they aren39t Men Gen Z and Parents are more likely to agreeStreaming audio ads have more impact and create a call to action The study found that 45 of those who listen to adsupported streaming audio while working have sought more info about a brand after hearing an online audio ad Additionally based on previous research from Mindshare39s NeuroLab consumers listening to streaming audio ads showed a strong emotional engagement It39s a compelling way to connect with listeners on a more intimate basis Read more about the studyquotAudio can be a powerful tool for people to help get them through their workdayquot says Fragale quotWhether it39s music podcasts audiobooks it can take a number of different forms and serve different need states By playing into audio39s complementary role as a mood enhancer and tapping into the power of this medium as a storytelling format brands and marketers have an opportunity to tie their messaging into these emotions and need statesquotFor marketers the value and impact of streaming audio cannot be understated Not only is this media form growing as more Americans work from home but its positive impact on daily life will also continue to expand post pandemic as Americans enter a new normalClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

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Streaming Audio Is the Perfect WFH Partner

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Charlene Weisler

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