All great things come to an end. Even the hyper-connected tech savvy consumer will eventually get tired of being on their phone constantly. A recent study from iHeartRadio sheds light on media consumption trends.
The results highlight the effects of “tech-fatigue”. This refers to consumers scaling back phone usage. This means less opportunities to reach your audience.
1. Digital Detox
The digital detox trend, coupled with data privacy and malware fears has made the mobile advertiser’s life difficult. 64% of participants in the study reduced their daily phone usage from 5 hours to 4 hours in the span of 14 months. That is a 20% drop in phone usage.
2. Broadcast Radio is Unaffected by Digital Detox
The listening rates for AM/FM radio have remained constant over the past 5 years. 90% of listeners have listened to the radio at the same consumption level, if not more.
3. Broadcast Radio Gets More Time Than Social Media
This one may be a bit hard to believe, but that doesn’t make it any less true. The average daily time spent per adult (18+) in the U.S. on radio is 102 minutes and 51 minutes on social media. Radio gets twice as much engagement time than social media.
The moral of the story is to prevent your campaign from being hurt by trends such as tech fatigue. Having radio in your marketing mix ensures reach, scale, and reliability.
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