Audio content is almost omnipresent in the life of Italians. The Samsung Trend Radarresearch conducted by Samsung in collaboration with Human Highway, market research institute specializing in the analysis of changes in human relations produced by technologies and digital. Podcasts, playlists and radio are the trends most loved by the inhabitants of the bootalbeit in different forms.
Whether it is to stay informed or to relax or concentrate, audio content is also becoming popular thanks to smartphones, the true catalyst of contemporary life. Specifically, although one might think the opposite, the most widespread trend seems to be that of the radiothanks also to the exploit of digital radios.
In fact the 79% of the Italians interviewed said they listen to the radio almost every day, between smartphone and car. Follow the music playlists (with 70%) eh podcast (36%). Furthermore, when asked for an opinion on audio books, 83% of Italians consider them “an important element for the dissemination of literature and culture.
The generational differences between radio, playlists and podcasts
Inevitably, as with any media, the big difference in use is made by age. It is therefore not surprising that the main users of radio content have an age included between 45 and 54 years old (over 89%). Younger people, on the other hand, are more likely to listen to music, podcasts and audio books. Only 11% of the 55-64 age group listens to podcasts, which on the contrary exceed 35% among the members of Generation Z.
The most used devices, as we mentioned above, are smartphones, also for the use of music content. Il 77% of Italians use their mobile device to listen to music. The radio is still at 61%, while the TV lags behind (38%). Mobile devices also dominate the way podcasts and audiobooks are enjoyed compared to PCs.
Speaking of music and playlists, after the smartphone, the analysis confirms greater listening on PC, TV or soundbar. The PC by men in 35% of cases and by women in 28%, TV is mainly used by men (30% vs women 22%), like the soundbar (18% vs 12%).
As for places and listening opportunities, the home turns out to be the most popular place for Italians to listen to their favorite content. The 78% say they listen to music and playlists at home, followed by audiobooks (73%) and podcasts (68%). Listening to the radioinstead, it is dominant by car for 74% of the public (55% listen at home instead).
Why do Italians listen to audio content?
The trivial answer would be: “because they are beautiful”. In reality, the question is much more specific and the answer more interesting. In the first place among the answers provided we find the relax and the need for evasion compared to everyday reality. This prevails with regard to music (44%), which is preferred as a source of relaxation especially by women (48%). Instead, men consider it more a way to create an atmosphere in the home (25%). Radio is also seen as a means to escape from the routine by 37% of people, but also a form of entertainment (28%).
Audio books, on the other hand, are synonymous with distraction for women (44%) and entertainment and culture for men (28%). For 89% of Italians, podcasts are a valid way to explore different themes.
Wi-Fi Generation: Samsung’s new podcast
On the occasion of the publication of the research, Samsung announced its new Spotify podcast called Wi-Fi generation. The format aims to investigate the Gen Z point of view on music, gaming, entertainment 2.0, technology and fashion.
The podcast will be weekly, with each episode delving into a different area. Among the announced guests we point out:
- Laila Al Habash, Italian-Palestinian artist of just 23 years, rising indie pop star, will give his vision on the musical world.
- Dario Moccia, one of the most famous Italian streamers, passionate about animation, comics and collectible cards, will tackle the theme of gaming.
- Marco Ferrara aka Seoul Mafiaformer Korea Idol and expert content creator, will talk about his hyper-connected life in Korea.
- Patrizia Falcone aka What women don’t sayYouTuber with more than a million followers on his social networks, will talk about the new ways of using content.
- Aya Mohammed, famous fashion blogger and activist, born in Egypt and raised in Milan, will touch on the theme of personalization and inclusiveness in the world of fashion.