The State of In-Car Audio
AMERICANS LOVE THEIR CARS. YET WE DISLIKE OUR DAILY COMMUTES.The average car commuter spends about one hour on the road each day getting to and from work—and that is only increasing. But for over 80 years, audio has helped make our drives more enjoyable. Luckily, today’s commuters have more audio choices than ever before, spanning AM/FM radio, personal music collections and streaming.
THAT MADE US WONDER
How are people actually spending their time in the car? What audio sources do they listen to most? And how do they interact with audio during an average commute?
Hacking the Commuter Code, a new study from Edison Research helps us better understand in-car listening behaviors, and identify what type of content is working for commuters and what isn’t.
We have analyzed the results to uncover the key learnings marketers need to know, especially those looking to capture attention in the car:
- 7 out of 10 drivers don’t listen to the full commercial break when listening to AM/FM radio. But it’s not just the ads that are causing them to switch—it’s equally due to repetitive, un-personalized playlists.
- Drivers switch AM/FM stations an average of 22 times per commute compared to 9 times when they listen to other audio sources.
- Personalized audio in a low-clutter environment simply results in more driver attention.