New Research Reveals Connection’s Role in Audio Consumption

New research from dentsu and the audio broadcaster Onic highlights the significant role of connection in how Irish audiences engage with audio content. This study, part of the fourth wave of the biennial Sound Affects research series, builds on previous findings regarding digital media’s impact on listening behaviors and the influence of artificial intelligence.

The latest study introduces a validated “Connection Model” that illustrates how brands can foster deeper relationships with consumers through audio experiences. It identifies three essential pillars necessary for establishing meaningful connections: Content, Interest, and Context. The research indicates that while marketers often prioritize content, they frequently undervalue the importance of targeting audiences effectively and creating the right environment.

Key Findings on Engagement and Listening Habits

A detailed listening study, which included diary exercises, revealed that “interest” transcends mere relevance. Factors such as learning and nostalgia significantly enhance audience engagement. Additionally, the study noted that the context in which content is placed—surrounded by like-minded themes—affects listener engagement. Mood and motivation throughout the day also play crucial roles in audio consumption.

The research underscores the increasing importance of emotional resonance and authentic storytelling as powerful drivers of connection. Audio’s presence in the media landscape continues to grow, now representing 19% of total media consumption among Irish audiences. This expansion encompasses not only traditional FM radio but also DAB+, smart speakers, and various digital audio platforms. Rather than fragmenting listening habits, these diverse channels enhance overall audio consumption, with each serving a complementary function.

Emerging Themes in Audio Consumption

The research identified four prominent themes in audio listening habits. The “Back to the Office” trend shows that morning commutes between 6 a.m. and 9 a.m. have returned to pre-pandemic patterns, while afternoon commutes have become more varied, reflecting the rise of hybrid work environments.

“My Choice” indicates a marked increase in listener autonomy, with 65% of respondents actively selecting their audio content, up from 55% in 2023. Furthermore, 70% of participants choose audio to align with their daily routines, a significant rise from 58% two years prior. Mood regulation has become an increasingly important factor in these choices.

The theme of “Storytelling” highlights that four out of the top five content types Irish listeners connect with are narrative-driven. Over one-third of respondents noted that advertising resonates more when presented through personal stories or anecdotes.

Finally, “Part of Home” reflects the resurgence of audio as a staple in households, with 71% of individuals consistently engaging with audio while performing tasks such as cooking and cleaning.

Dael Wood, strategic consulting director at dentsu, commented on the findings, stating that connection is now a defining economic force in the media ecosystem. “In contemporary media ecosystems, connection is not simply a social or emotional function; it is a primary driver of economic value. Media organizations, brands, content creators, and platforms all monetize connection because it translates directly into engagement, influence, and ultimately revenue,” Wood explained.

Brian McCarthy, group commercial and operations director at Onic, emphasized how the findings align with the company’s strategic direction. “At the Onic launch earlier this year, we stated our business stood for powering connections every day. This research illustrates the strength of those connections and the significant opportunities they present for our clients to achieve greater returns on investment,” McCarthy stated.

He further noted that the combination of FM, DAB+, and digital audio enables Onic to provide tailored solutions that cater to diverse listening needs throughout the day. “We’ve proven we can reach places other media cannot and foster impactful connections. The research indicates that 19% of media consumption time is spent with audio, yet only around 10% of media budgets are allocated to this sector. Given our capacity for connection, brands should consider addressing this imbalance to benefit from audio’s growing influence,” McCarthy added.

The findings from this comprehensive research serve as a crucial guide for brands aiming to navigate the evolving landscape of audio consumption in Ireland and beyond.