Young consumers have led the way in terms of digital habits and consumption through the pandemic, but older age groups have been forced to catch up. Some old habits may die hard in these groups, but the digital future has definitely been hastened.

GlobalWebIndex found major age-related variations in digital audio consumption, too. Overall, 65.4% of internet users polled in Denmark streamed music, podcasts, or other digital audio content in the prior month, compared with 61.1% in H1 2019. But usage among those 16 to 24 remained far greater, approaching 93%.

Digital audio consumption also rose substantially YoY, across all demographics. In total, 58.1% of internet users said they had streamed music, podcasts, or other audio content from digital sources. These behaviors still correlate strongly with age, however, with penetration ranging from 89.4% of 16- to 24-year-olds to just 31.0% of those 55 to 64.

The NPR/Edison Research survey found that smart speakers were becoming increasingly popular for audio consumption and were starting to replace listening on smartphones and tablets in the past year. In April 2020, 23% of US smart speaker owners said they used their smart speakers most often for listening to audio, up from 19% in May 2019. Smart Home Control Grows.

As with SVOD, consumption of digital audio remains lower than in several other parts of the world. Just six in 10 respondents had listened to digital audio content (including music, podcasts, or audiobooks) in the month prior to polling. Music streaming accounted for 57 minutes per day on average. By contrast, nearly 78% had tuned in to broadcast radio in the previous month.

Consumption of digital audio content followed a very similar pattern: More than two-thirds of the youngest cohort and 46.5% of affluents had streamed music, podcasts, or other digital audio material in the month prior; males were more likely than females to do so. The prevalence of PCs among seniors is shaping daily time spent with various media.

GlobalWebIndex also measured podcast consumption in 2020 for the first time; in Egypt, podcasts accounted for 49 minutes daily on average. Similarly, online press accounted for more time per day than print press, at 1:23 and 46 minutes, respectively. But both values rose from H1 2019.

Consumption of digital audio was also much more common among younger respondents in H1 2020. The share of internet users listening to streaming music, podcasts, or other digital audio content fell more than 10 percentage points with each decade of increasing age. Growing digital activity is slowly reshaping the device landscape.

The podcast listener numbers follow a general trend in digital audio consumption in Canada, where 70% of respondents said they listened in the past month, compared with 67% in the US. Canadian research firm Media Technology Monitor (MTM) placed monthly listenership at 26% of the adult population in fall 2019.

This report reviews our final 2020 numbers and new 2021 forecast for US time spent with media, highlighting pre- and post-pandemic estimates and expectations. Special attention is paid to TV, connected TV, OTT, digital audio, and social media.

On today's episode, we discuss Twitter's major initiatives and figure out what the platform will look like after it reinvents itself. We then talk about Facebook's cost-per-thousand (CPM) recovery, TikTok's ecommerce efforts, and a recent study about COVID-19 news on Facebook. Tune in to the discussion with eMarketer senior analyst at Insider Intelligence Jasmine Enberg.

We estimate that one in four US internet users will use TikTok this year, and adult users will spend almost 32 minutes per day on average with the short-video app. Evan Horowitz, co-founder and CEO of creative agency Movers + Shakers, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss TikTok's ad products, how advertisers are using the app to build brand equity, and the need to tailor social creative to make sense for each platform.

Digital Audio Listeners. Digital audio has benefited from the UK lockdowns. Even with the reduced commuting time likely eating into mobile audio listening, UK listeners still tuned in to digital audio elsewhere and will continue doing so.