No matter what we do, who we are or where we live, one thing we can agree on is that we are all experiencing change. It’s happening to our families, friends and coworkers alike. We have found new ways to stay connected, execute daily tasks, take care of our loved ones and engage with media.
But what, exactly, are these changes? In a time of crisis, how do we want to receive messages? How have our media habits transformed with shelter-in-place? What do we need from brands? Can we really take one more COVID-19 email update? (The answer is no, unsubscribe).
And in the midst of all this, the most interesting part is understanding how these changes impact us in our different roles. For instance, how we feel as a human, is different than how we feel as a consumer, is different than how we feel as a marketer. In the ‘marketer’ role, it is important for us to put on both our human and business hats and to tune into the needs of our customers in order to create a message that resonates.
To better understand those needs, we tapped into 1st party data via Soundboard—our proprietary panel of 75,000 of our listeners—to get real-time, first-hand responses from the consumers you are trying to reach. Fielded from March 20–23, 2020, this study asked listeners to share how COVID-19 has impacted their daily lives, time spent on activities, how media consumption has pivoted and what role brands and music play.
So without further adieu, let’s dig into some of the findings. While some are expected, others shed a bright light on the ever-changing, ever-evolving consumer mindset.
Impact and Concerns are Widespread: COVID-19 has affected all of our daily lives, and we have deep concerns on how it will potentially shape the future. As a marketer, we have to be empathetic toward this concern and acknowledge them in both our short-term and long-term messaging.
Multicultural Audiences Experience Different Challenges: Hispanic and Black Americans are running out of essentials faster than the general population, and they’re acting as the primary educator for their children. Brands should identify ways they can help ease the load.
Streaming Audio Dominates: Routines have changed but one thing remains constant—listeners are spending more time with digital audio vs. terrestrial.
Audience Nuances are Not to be Ignored: Understanding how key cultural groups interact with media to stay connected while also entertaining their children allows marketers to identify ways to create messages that resonate and engage this powerful audience in a meaningful way.
Audio is Powerful: Sound has the power to impact moods, stimulate our brains and heal our minds. One of our listeners said it best when they stated, “Music is my home, my safe place, and my best friend. It has provided me strength and comfort through this disappointing and frustrating situation.” Brands should find meaningful ways to create or expand their audio strategy to harness the power of audio.
Product Availability & Communication is key: People are worried about when and how they can receive goods—potentially without ever leaving their home. As items such as toilet paper and water fly off the shelves, implement an omnichannel communication strategy to connect with consumers about the availability of your product/service.
At Pandora, our number one priority is you. And when our day-to-day lives seem out of sorts, it’s important to remember how audio and data can help provide whatever it is you need to recollect, regroup, refresh and resonate.
We hope you will continue to take care of your families during this precious time while also leveraging data and insights to continue connecting with consumers. And as we all find new ways to live this ‘new normal’ for the unforeseeable future, we will continue to push out relevant insights and be your go-to resource for not only all things audio but also as a trusted and valuable partner.
Always remember, life is better with Sound On.
Want to see more? Reach out to your sales rep for the full study.
Source: Pandora Soundboard, COVID-19 Poll, (N=1,995), March 2020