Survey reveals the mood of generation isolation in lockdown in a Deezer study into love and loneliness among audio streamers. The results of the survey of 11,000 streaming users in 8 countries (Brazil, France, Germany, Egypt, UAE, Saudi Arabia, US & UK) during April 2020 were published in a recent blog posting by the streamer.
Key findings
- Over 1/3 of people worldwide are using audio content to set a romantic mood at home in lockdown
- People in the Middle East are using podcasts to fight loneliness while Europeans and Americans turn to music for help
- Gen Z and Millennials are searching for self-care and well-being content to stream
- Trauma expert, Dr Sarita Robinson, explains the psychology of isolation and shares coping tips, including best type of audio content to hear
Some people are seeing romance blossom at home while others have never felt lonelier. In both cases people are using music, podcasts and audiobooks to cope with confinement.
Love in lockdown
Over a third of respondents (37%) globally are playing romantic audio content at home to keep the spark alive. Men are taking the lead, with 41% streaming romantic audiobooks and music, compared to 33% of women. Listening to romantic audio content is greatest amongst Middle Eastern and North African listeners (61%) with Brits the least romantic at 18%.
There are generational differences as well. Almost half (45%) of Millennials (25-34) and Gen X (46%) use audio content to spice things up with their partner. But just one in five baby boomers (19%) are doing the same. In addition, Gen X are vibing to Deezer’s ‘House of Love’ playlist the most.
Loneliness in lockdown
Gen Z and Millennials are suffering the most from isolation with almost a fifth of Gen Z (19%) and 17% of Millennials experiencing a significant downturn in mood since the first two weeks of lockdown, compared to just 7% of those over 55.
The younger generations are also more likely to be ‘depressed’ in lockdown (18% of 18-24 y/o vs. 9% 55+ of y/o). That explains why 19% of Gen Z listen to audiobooks to sleep and 24% listen to music to combat loneliness. People aged 45-54 seem to be coping better and are mainly using music to chill out (59%). Those on high incomes are almost twice as likely to stream audio content to combat loneliness than those earning the least (41% on low incomes vs. 79% high earners).
People are also embracing podcasts. A fifth (19%) of people living with a partner, and almost a third (30%) of those who live with housemates, are streaming podcasts to feel less isolated. Almost a quarter (24%) of people who live alone say that streaming podcasts helps them feel better. This explains why some of them are listening to more podcasts (26%) and others have started for the first time during lockdown (19%).
More details from the survey can be found in the full blog posting here.
