Audio.Ad, a company specializing in digital audio advertising solutions for brands and content producers, together with market researchers Qriously have published State of digital audio in Chile 2018, a report on the digital audio consumption habits of Chileans. This is the second report produced by Audio.ad on digital audio in Chile and follows on from an earlier survey in 2015.
Main conclusions
Digital audio consumption
70% of respondents listen to digital audio, be it Internet radio, streaming sites or other online media.
Listening time
85% of respondents listen to Internet radio between 1 and 12 hours per week.
At what time do Chilean listen to radio on the internet?
35% of the public do so during the midday or afternoon, and 47% listen to online radio on the way to work or in the office.
Social sharing of content
52% of respondents who consume Internet radio, share content and interact on social networks while they are listening.
Radio listeners by platform
16.7% listen through desktop computers, 81% do it through smartphones and 7% listen on tablets.
Online radio consumption by age
Although the highest percentage of audio consumption is in the 55+ age group, the youngest group (18 to 34 years old) make up the largest single group of listeners with 34.7% of the total number of users surveyed.
Most valued content
82% of respondents listen to music, 28.6% consume news and 17.3% listen to sports.
The importance of radio
6 out of 10 respondents (62%) consider that listening to digital audio is an important or very important part of their day-to-day life.
Most listened to music streaming sites
YouTube with 52.1%, Spotify with 43.5%, and Google Play Music with 15.4%.
Advertising and radio
65% of respondents say they have purchased from 2 to 10 products in the last year promoted through digital audio advertising. 42% of respondents believe that the amount of digital audio advertising is low to moderate.
Top 5 types of products bought following hearing an advert on digital audio
- Technology category (TV, Tablets, laptops, PC, etc.) – 29.7%
- Tickets for events (concerts, cinemas, theaters) – 21%
- Supermarkets – 20%
- Cars – 16.5%
- Home appliances – 14.4%.
To download the study State of Digital Audio in Chile 2018 for free go here.
Recent articles of interest
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