Digital Audio Edge is a unique piece of research conducted by Core Research on behalf of Bauer Media. The research explores digital audio, looks at its role with consumers and how it performs versus social media and connected TV.  The research findings were presented by Rob Timony, SVP of Commercial Advisory at Bauer Media Audio and Naomi Staff, Managing Director, Core Research

The research showed that companionship, customisation, convenience, easy integration into daily life, and the ability to multitask were cited as the best things about digital audio.

Customisation: The emphasis here is on the variety that digital audio provides, allowing individuals to consume it at their own pace. In return, this encourages users to feel in control of the medium and empowers them.

Convenience: It eliminates the fear of missing out by offering content that’s always within easy reach, anytime and anywhere.

Companionship: Its mobile-friendly nature and adaptable consumption style, provides companionship and keeps people connected and engaged, whether they’re commuting, exercising, or relaxing at home.

Easy Integration: It offers flexibility and supports multitasking, seamlessly integrating into daily life.

The research looked at the different benefits of digital audio and it showed that digital audio significantly outperformed connected TV . Digital audio users are 2x more likely to say they learned something new listening to digital audio compared to connected TV. Digital audio scores much higher in comparison to CTV, when we asked how authentic they felt the content was. Nearly 2.7x more people feel up to date, when they consume digital audio content in comparison to connected TV. People feel they can take their digital audio content with them and it’s easier accessed then CTV, which is to be expected given the nature of audio content.

Focussing on social media, the research showed that digital audio users are 11 percentage points more likely to have positive feelings/frame of mind in comparison to social media. Digital audio users are 2 times more likely to say listening to digital audio is a good way to spend their time compared to social media. Digital audio scores 2.7 times higher  vs. social media when we asked how authentic they felt the content was.

Digital audio has significantly higher trust levels compared to CCTV and social media and respondents to the survey explained that the reason for this was because there was less intrusive advertising, the experience feels more personalised, there was familiarity and consistency with hosts and there were fewer misinformation concerns.

The research was followed by a panel discussion where Rob and Naomi were joined by Jen Walsh, digital board director at Starcom, part of Core and Ian McGrath, chief operations officer, media at dentsu. Key topics that came out of the panel discussion were that digital audio should not just focus on attribution metrics but understand the broader brand building credentials of digital audio as it integrates seamlessly into people's daily lives. Also, there is a challenge that often digital audio investment is being funded by reduced investment in radio, and some don't see the full benefits of digital audio particularly the very strong role it can play in providing more effective connections with consumers compared to  content marketing and influencer activity. The panel agreed that more research is required to properly understand the true influence of digital audio.

You can view the full webinar and download the research presentation by clicking the buttons below.