ARN has released the latest findings from its Australia Unplugged research series – Catch-Ups & Couches. The latest study gives ARN’s brands in the Entertainment and Leisure sector insight into the most impactful way to use audio to grow their brand connections with consumers as Australia moves into a post-lockdown world.
The Catch-Ups & Couches research showed consumers’ notion of entertainment has changed as a result of the pandemic. Over the past 12 months, entertainment trends, which are influenced by emotion and access, have been shaped by two distinct audiences – those in lockdown and those who aren’t.
Consumers in lockdown tended to experience more negative emotions and their restricted movement saw them seeking out entertainment related to in-home creature comforts. The research showed they were 1.2 times more likely to order takeaway or home delivery on a weekly basis than people not in lockdown. They were also more likely to have a wider range of paid streaming subscriptions.
The findings of the study also showed the pandemic has driven, and will continue to have an impact on, trends in consumer mindsets and behaviour, particularly around entertainment choices.
Whether emerging from lockdown or free from restrictions, all Australians are actively seeking out more uplifting content to offset the realities of today’s world, but the desire to stay informed remains high.
Consumers intrinsically know audio is a reliable channel to elevate mood:
• Seven in 10 consumers think radio educates and informs them1 and 64% of listeners feel radio keeps them connected with their local community.
• People feel twice as happy when listening to radio (compared to consuming no media) and this positive feeling extends to ad-breaks – enhancing ad engagement by more than 30%.
• Radio increases brand relevance by 37% for in-home entertainment services led campaigns.
• 44% of podcast listeners say their opinion of a company is more positive when they hear it mentioned on a podcast they regularly listen to.
• 50% of people are listening to more audio entertainment than ever before.
ARN’s commercial strategy director Kristen Le said, “The Australia Unplugged series has delivered a unique insight into what matters most for consumers as well as their changing behaviours and attitudes, particularly as they seek to elevate their mood and stay informed in a post-lockdown world. I don’t think last year anyone could have predicted how enduring the effects of the pandemic would be, but armed with our research intelligence and audio expertise, ARN is working with brands and our client partners to adapt and create new strategies to deepen their connection with consumers and their changing needs.”
ARN will release further findings from the Australia Unplugged research series in line with upcoming media planning cycles.