The smartphone is the most used technology and music, entertainment and humor are the 3 most listened to content. Radio is not “dead” and podcast consumption has increased.
More than 80% of Internet users in Portugal consume digital audio, reveals this Friday a study by Marktest for Bauer Media Áudio Portugal, and more than half (57.3%) “consume radio in real time.”
The “Study on digital audio consumption in Portugal” concludes that “8 out of every 10 Internet users in Portugal already consume digital audio, in its various forms: consumption of radio, music or online podcasts”, that is, 83.5 %, and that “57.3% report that this consumption is done by listening to the radio in real time, through radio websites or mobile applications.”
This shows that digital audio is a trend: last year more than a third (38.7%) of Portuguese said they listened to more digital content.
“Four in 10 respondents increased their digital audio consumption overall, and particularly podcastsin the last year, and 31.9% expect to increase online audio consumption in the next 12 months,” the study states.
During this period, the average listening time was 14 hours per week, which The smartphone is the most used technology and music, entertainment and humor are the 3 most listened to content.s.
Regarding gender, “the data show that there is no substantial difference in the consumption of digital audio, since 83.2% of the male population claims to consume audio in digital format, compared to 83.7% of the female public.”
According to the data, “98.4% of Generation Z [nascidos entre os meados da década de 90 e inícios de 2000] indicates consuming digital audio, of which 38.1% guarantee doing so by listening to the radio in real time through the radio’s website or apps; digital audio consumption has tendency to progressively decrease, at the same time as the age of the listeners increasesuntil we reach the ‘Baby Boomers’ [nascidos entre meados dos anos 40 e meados dos anos 60]in which 68.4% report consuming audio content digitally, and 67.8% listen to the radio in real time through the station’s website or apps.”
Smartphones are the most used technology for digital audio consumption (67.1%), especially among generation Z, where this figure rises to 82.2%” and car radios, “either in mode ‘connected car’ or with another Bluetooth device’ (50.7%) and the computer (48.9%) make up the ‘top3’,” the study states.
oh YouTube and Spotify are the most used platforms for digital audio consumption, with 77.7% and 58.4%, respectively.
“As for digital content in podcast format, 4 out of every 10 respondents guarantee listening to podcasts (40.8%),” concludes the study.
The “Digital audio consumption study in Portugal” was carried out by Marktest for Bauer Media Áudio Portugal “with the aim of understanding the digital audio consumption habits among Portuguese Internet users over 15 years of age, that is, quantifying the target that consumes this type of content, the frequency with which they do it, the type of content they consume and the technologies used to do so, among others.”
Digital audio consumption is understood as the consumption of radio, music or podcasts online, that is, through the Internet and 808 interviews were carried out between February 16 and 29, 2024.
“The death of radio has been announced successively, first with television, then with the Internet and now with streaming,” says Salvador Ribeiro, executive president (CEO) of Bauer Media Áudio Portugal, quoted in a statement.
“However, what these data show us is that a large part of the population – and this transcends all generations – continues to listen to the radio, although now they consume it digitally”, so “This study opens many avenues for the future of digital audio and so that we can continue to be at the forefront of this transformation, understanding the listener and offering them what they want to hear,” concludes the person in charge.
Source: Observadora
