Half of those age 13+ now begin their audio day at 8:30am; before COVID was 7:15am
New data from the Edison Research Share of Ear® study, conducted during the period of COVID-19 disruptions, shows that people in the U.S. age 13 and older began listening to audio a full 75 minutes later on average, as compared to before the disruptions.
The Share of Ear study, which requires respondents to keep a detailed daily diary of audio usage, shows that pre-COVID-19, the point in the day when 50% of those in the U.S. age 13+ recorded their first entry of their audio day was around 7:15am. During Q2 fielding of Share of Ear, it was not until 8:30am that half of respondents had recorded any audio usage.
“This finding challenges our thinking about how those in the U.S. listen to audio during traditional drive times,” said Edison Research Director Laura Ivey. “With many people staying at home or working from home during Q2, they did not engage with audio as early as they did pre-COVID. This data shows that if Americans continue current work patterns, audio strategies may need to be adjusted.”
Share of Ear Q2 findings are based on interviews conducted mid-May, 2020.
While most of the findings are exclusive to Share of Ear subscribers, Edison Research is releasing several interesting data points for the audio industry to consider since the data provides insight into U.S. listener behavior during COVID-19 restrictions.