Nielsen recently released the results of a national consumer study of 1,000 respondents aged 18+ conducted March 2022. It was the eighth in a series of studies released since April 2020 measuring the pandemic’s impact on consumer movement, spending, attitudes, and media usage.
This week’s Audio Active Group® blog outlines the key findings. 86% of pre-COVID commuters are now working outside the home: Among workers who commuted prior to the pandemic, Nielsen reports 86% are now working outside of the home. This return to work is reflected in AM/FM radio’s audience recovery.
- Apple Maps: Driving search soars +66% over pre-COVID levels as Apple ends their post-pandemic reporting: A year ago in March 2021, Apple Maps revealed driving search was 23% greater than pre-COVID. March 2022 driving search volumes are 66% greater than before the pandemic.
- Time spent in the car reaches a post-pandemic high: As driving traffic volumes surge, Nielsen reports 69% of heavy AM/FM radio listeners spent an hour or more in their car in the prior day, a two-year high.
- Audio listeners are more likely to travel and attend events: 67% of podcast listeners and 63% of AM/FM radio listeners say they are very or somewhat willing to travel on an airline versus only 52% of all Americans.
- Compared to TV viewers, audio listeners are much more likely to be in the market for an accountant, financial advisor, broadband provider, cell service, or video streaming service.
- Supply chain issues are causing consumers to consider purchasing brands they normally would not consider: 88% of consumers planning to make a major purchase say they are willing to consider purchasing another brand due to due to shortages caused by supply chain issues.
- Audio listeners are more likely to be active or passive job seekers: Audio listeners are 17% more likely to be actively looking and 32% to 39% more likely to begin this job search this year.
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