Radio is relevant: How Alexa is changing listener habits and advertising perception
It's been dubbed "the golden age of audio". For the first time in years, consumers are looking up from their screens as visual interfaces are slowly replaced with voice systems.
Gartner Research predicts by 2020, 75% of US households will own smart speakers and 30% of web browsing will be done via screen-less interfaces. Now, new research suggests that smart speakers are already changing listening habits and audio advertising.
Getting Vocal surveyed over 1,000 UK adults and carried out in-depth interviews. Its focus was on Amazon Echo, the smart speaker market leader. Its aim was to uncover how marketers might advertise through voice interfaces. Their key findings are are follows.
1. Audio listening is up
Echo seems to be the perfect tool for accessing music. Users reported increased time spent listening to live radio and music streams. They praised Echo’s ease of use when it came to streaming to music, saying that they weren’t doing “new things”, but just “doing more of them”.
On average, 72% of users claimed to listen to radio and music streaming services more frequently as a result of their Amazon Echo.
2. Radio is relevant
Listening to the radio dominates Echo usage. According to RAJAR MIDAS, Echo users tune in to over 3 million hours of live radio every week through the device, meaning that it accounts for almost three-quarters of all Echo time spent with audio entertainment.
Importantly for marketers, radio advertising was cited as the “most natural” source of advertising on Echo.
3. Audio branding
The Getting Vocal report concludes that defining a consistent audio brand is now a necessity for all advertisers. They highlight the importance of consistency in brand language, music, and voice in order to drive recognition and engagement.