Digital audio accounts for third of mobile app time

Anne Freier

In App Business. August 7, 2019

Over three-quarters of Internet users in the US will be listening to podcasts and streaming music services at least once a month in 2019, according to an eMarketer forecast.

Digital audio accounted for 77.4% of Internet users, whilst podcasts are being listened to by 27.9% of Internet users, up from 24.5% in 2017.

“Digital audio is a diverse category that spans multiple content types consumed on multiple devices and platforms,” said Lauren Fisher, principal analyst at eMarketer. “Desktops and laptops have historically been favored for accessing digital audio content, but mobile is climbing as desktop/laptop listening shrinks. By 2021, 66.6% of US digital audio listeners will access content via a mobile device, compared with 68.8% via desktop or laptop.”

The average US Internet users spends 3 hours per day using mobile apps, with audio accounting for 53 minutes of app activities.

eMarketer predicts that audio time online will increase by 4 minutes over the coming two years alongside a rise in video consumption.

Fisher added that podcasts were among the fastest-growing audio segment.

65% of US podcast listeners have previously said that they primarily use mobile devices to listen to audio.

Meanwhile, the IAB states that US audio ad spend reached $2.25 billion in 2018, accounting for 2% of overall digital ad expenditure in the US. Mobile accounted for over three-quarters of audio ad spending.

A study by DAX previously found that 86% of ad agencies ad 66% of brands found digital audio ads to be among the most effective.