Millennial audio consumption in the U.S. is booming, with the demographic listening to audio of more types, at more times, and in more places than any other generation, according to a newly released Ipsos study conducted for iHeartRadio.
“Audio is hot right now and a must for marketers looking to reach increasingly elusive and fractured audiences,” said Bob Pittman, iHeartRadio’s CEO and chairman, in a statement. “We are living in an audio-first world.”While iHeartRadio, an internet-based radio aggregator that claims to reach nine out of 10 Americans every month, is naturally likely to emphasize the importance of radio to consumers, many of the findings from its latest study corroborate recent trends shown in other reports conducted independently.