How have our listening habits changed with our new lifestyles? The way in which we consume audio media has changed. The below diagram from DAX shows how before coronavirus we would have listened to the radio while we ate breakfast, then perhaps streamed a podcast or music on our commute, before settling into commercial radio at our place of work. On our commute home we may have streamed music or a podcast again, before streaming once more while at the gym, and then finishing perhaps with another podcast or the radio. However, with our commutes cut down to the living room, and the gyms closed – how has this affected our listening habits? Commercial Radio 38% of commercial radio listeners are tuning in for an extra hour and 45 minutes each day since lockdown amid the COVID-19 pandemic, as they adjust to spending more time at home. These listeners are now tuning in for an average of 26 hours every week, compared the average time spent listening of around 14 hours a week prior to the health crisis. Radiocentre The research from Radiocentre shows that the driving audience behind the surge in radio listening are those who would previously have listened during their commute and work day. 45% of this group are listening to more radio now – on average for an additional two hours each day. Reasons cited for the extra listening include: keeping in touch with the outside world (90%)keeping them informed (89%)keeping them company (84%)radio delivers trusted news (68%)they trust the radio more than other news sources (51%) Why add radio into your marketing plans? Adding...
Our culture is quickly adapting to this new state of normal, as our economy and businesses slow down, so do we. What we want to get out of businesses and brands we connect with is also changing, and the way you communicate with your customers should change too. In this blog, we look at how to strike the right tone and remain relevant during these difficult times. What is the ‘new normal’? As businesses across the country slow down, most of the population are experiencing a cultural shift from busy to ‘paused.’ Brands are also having to adapt to new roles, smaller roles and, for some, unexpected larger roles. Brewdog, a beer brewing company based in Wales, have begun manufacturing hand sanitiser. While flights companies like Easy Jet and British Airways have totally or partially shut down their routes. On the other hand, brands such as Zoom (a video call programme) and Houseparty (a social app), have experienced huge increases in their usage. In 2020 so far, Zoom has had 2.2 million new users, more than the 1.9 million they accrued in the whole of 2019 (CNBC). Recently, brands have gotten behind the ‘stay at home’ mantra with efforts to re-focus it to ‘be safe at home.’ How is the ‘new normal’ affecting our needs? In a survey by ITV, they identified four core human needs: Social connection – the need to be togetherIdentity – the need to work out who we are in relation to othersAbility – the need to develop and learnPleasure – the need to feel good and have fun When these needs are affected, we...
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