Forty-eight per cent of adults in the UK listen to audio or radio online each week, an estimated weekly audience of 25 million, according to results from the first Audiometrics market research to measure listening behaviour.

The survey of 3,000 UK adults (aged 15 and over) found that the weekly reach of online audio and radio is greater amongst males (51 per cent) than females (45 per cent), and is highest amongst young people (75 per cent of 15-24 year olds and 59 per cent of 25-34 year olds).

“These new figures help to highlight just how mainstream listening to audio in a digital environment has become – and how vibrant a sector this is,” said IAB Editorial Manager Stuart Aitken, Chair of the IAB’s Audio Council.

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Categories: Articles, Broadcast, Consumer Behaviour, Digital Radio, Research