IAB Ireland’s Mobile and Audio Council commissioned Red C Research to conduct Research into the Digital Audio Opportunity in Ireland.
The research sought to establish the usage of Digital Audio in Ireland across demographics, the channels used, time spent listening, devices used, time of day listening, content, activities whilst listening etc.
Digital Audio is defined as radio, music or podcast that is accessed through an online connection. This includes live radio, catch up radio, podcast and music streaming services; all connected through a device that allows you to be online.
The Key Learnings of the Research are:
- 2 in 3 listen to Digital Audio, equating to 2.3m people
- Digital Audio is used across all age groups, with younger age groups being heavy users of Digital Audio.
- Digital Audio is defined as radio, music or podcast that is accessed through an online connection. This includes live radio, catch up radio, podcast and music streaming services; all connected through a device that allows you to be online.
- Digital Audio is mainly accessed though smartphones – making the experience mobile and allowing for a wide range of consumption occasions.
- Digital Audio has the potential to differentiate both in terms of Content & Advertising.
- Digital Audio is consumed consistently throughout the day. This is a consistent audience.
Check out the full research deck here and a shorter infographic here.
