Internet radio platform iHeartRadio has given SocialTimes an exclusive overview of listening habits comparing Generation X (35 to 55 years old) and Gen Next listeners (13 to 21 years old) across iHeartRadio on mobile devices and the Web. The data found that in the last month, Gen Next users spent 93 percent of their listening time, on average, on mobile devices. In that same time frame, Gen X listeners spent 75 percent of their listening time on mobile, on average.
Listening habits vary for Gen X users between weekends and weekdays as well. Data from the last month showed Gen X users see a 20 percent increase in listening on the Web during the week, likely due to listening at work. Comparatively, Gen Next users consistently spend around eight percent of their time listening on the Web, regardless of day.
Breaking down listening habits by hour, a greater percentage of station ‘starts’ are triggered by Gen X users during work hours, with these ‘starts’ peaking around noon and having a major drop off at 10 or 11 p.m. Gen Next listeners, meanwhile, peak at around 4 or 5 p.m. and stay consistent until the evening hours, finally dropping off at around midnight. Overall, 40 percent of Gen X users listen between 10 a.m. and 5 p.m., while 43 percent of Gen Next users listen between 11 a.m. and 6 p.m.
In the last month, four artists showed up in the Top 10 for both groups, in terms of station creations for those artists: The Weeknd, Taylor Swift, Fetty Wap and Meghan Trainor. Apart from this, Gen X users were shown to have more diversified listening habits than Gen Next users.
Specifically, 40 percent of the Top 50 musicians for Gen X listeners are ‘established,’ or have had a ‘big’ presence in the industry for over 10 years. Comparatively, only four percent of the Top 50 musicians for Gen Next users are equally ‘established.’
Readers: Do you listen to Internet radio more on the Web, or on your mobile device?