SOUNDBOARD PANDORA USER STUDY
A18+
MARCH 2021
Source: Pandora Soundboard, 2021 User Study, A18+ (N=4,285), March 2021.
The User Study is an in-depth survey that explores the listening behaviors, habits and sentiments of Pandora listeners. This was fielded to the Pandora Soundboard in March 2021.
Note: the data in this deck is representative of Pandora listeners A18+. If you would like to request additional demographic cuts, please contact Sales Research.
Background
Pandora Listening Habits
Pandora Listening Frequency
Q. How often do you listen to Pandora? Source: Pandora Soundboard, 2021 User Study, A18+ (N=4,285), March 2021. Base: Total A18+.
Over 8 in 10 listeners use Pandora weekly or more often
Listening Location
Q. Where do you listen to Pandora? Select all that apply. �Source: Pandora Soundboard, 2021 User Study, A18+ (N=4,285), March 2021. �Base: Total A18+.
Home is by far the most popular location for Pandora listening, followed by in a Vehicle and at Work
Listening Location by Daypart
Q. What time of day do you listen to Pandora in these locations? Select all that apply. Source: Pandora Soundboard, 2021 User Study, A18+ (N=4,285), March 2021. Base: Total A18+.
| OVERALL | WEEKDAY | WEEKEND | |||
| Morning | Afternoon | Evening | Late Night | ||
At home | 84% | 39% | 46% | 54% | 32% | 64% |
In a vehicle | 51% | 33% | 33% | 32% | 15% | 34% |
At work | 45% | 34% | 37% | 14% | 7% | 9% |
While walking | 32% | 15% | 18% | 15% | 6% | 19% |
At the gym | 18% | 8% | 7% | 9% | 3% | 9% |
On public transportation | 9% | 6% | 5% | 5% | 2% | 4% |
At school/ library | 6% | 4% | 5% | 3% | 2% | 2% |
Listening to Pandora at home peaks in the Evening, while listening in a vehicle peaks in the Morning/Afternoon
Listening Activities
Q. Do you ever listen to Pandora while doing any of the following? Select all that apply. �Source: Pandora Soundboard, 2021 User Study, A18+ (N=4,285), March 2021. �Base: Total A18+.
Activity | % Selecting |
Getting ready to go out at night | 30% |
While traveling (business or leisure) | 29% |
Using social media | 27% |
Falling asleep/sleeping | 25% |
Shopping online | 24% |
Studying/ homework | 22% |
Reading | 19% |
Playing video games | 16% |
Shopping in stores | 10% |
Tailgating | 8% |
Playing sports | 7% |
Watching TV | 6% |
Pandora listeners are often multitasking, typically listening while doing chores or cleaning, relaxing, or cooking
Device Ownership & Listening
Q. Which of the following do you own? Select all that apply; Do you ever listen to Pandora using any of these devices? Select all that apply.�Source: Pandora Soundboard, 2021 User Study, A18+ (N=4,285), March 2021.�Base: Total A18+.
+6% pts vs. Q3 2019
+10% pts
+6% pts
+10% pts
+6% pts
Smartphone ownership and music listening remains ubiquitous, while Connected devices are on the rise
Audio Device Features
Q. When it comes to audio-enabled devices, which features are most important to you? Select all that apply. Source: Pandora Soundboard, 2021 User Study, A18+ (N=4,285), March 2021. Base: Total A18+.
For audio-enabled devices, 3 in 4 Pandora listeners care about easy connection with other devices
Co-Listening
Q. Do you ever listen to Pandora with any of the following people? Select all that apply; When you think about the total amount of time you spend listening to Pandora, what percentage of this time do you spend listening alone vs. listening with others?�Source: Pandora Soundboard, 2021 User Study, A18+ (N=4,285), March 2021.�Base: Total A18+.
A vast majority of Pandora listeners ever co-listen with others, typically with their spouse/partner or friends
Of Pandora listeners ‘co-listen’ with others
79%
Of total listening time on Pandora is done while co-listening
28%
Any Family 71%
Co-Listening
Q. Do you ever listen to Pandora with any of the following people? Select all that apply; When you think about the total amount of time you spend listening to Pandora, what percentage of this time do you spend listening with your children? Source: Pandora Soundboard, 2021 User Study, A18+ (N=4,285), March 2021.�Base: A18+ Parents with children <18.
Co-Listening With Children
| PARENTS | MOMS | DADS |
| (of children under 18) | ||
% that co-listen with their children | 82% | 86% | 78% |
Fraction of total listening time spent co-listening with their children | 24% | 28% | 19% |
Over 8 in 10 Parents listen to Pandora while with their children, accounting for about ¼ of their total listening time
Q. What times of day do you typically listen to Pandora with your children? Select all that apply. Source: Pandora Soundboard, 2021 User Study, A18+ (N=4,285), March 2021. Base: A18+ Parents w/ children <18.
Co-Listening With Children By Daypart
Of Pandora Parents w/ children <18 listen with their children on weekdays
82%
Of Pandora A18-34 Parents w/ children <18 listen with their children on weekends
82%
Co-Listening with children peaks in the Evening on Weekdays, and in Afternoons on Weekends
Podcast Listening
Q. How often do you listen to Podcasts on the following platforms?; What role do podcasts play in your life? Select all that apply. Source: Pandora Soundboard, 2021 User Study, A18+ (N=4,285), March 2021. Base: Total A18+ who ever listen to Podcasts. *Denotes small sample size, use with caution.
Of Pandora listeners ever listen to Podcasts on Pandora
35%
+12% pts vs. Q3 2019
Podcasts’ Role In Life
Podcast listeners say that they help educate them, help them learn something new, and entertain them
Q. When thinking about podcasts, which of the following statements do you agree with? Select all that apply. Source: Pandora Soundboard, 2021 User Study, A18+ (N=4,285), March 2021.�Base: A18+ who ever listen to Podcasts.
34%�I like to get new podcast recommendations from others
30%�I prefer to discover podcasts on my own
29%�Podcasts dive into my favorite topics more than any other media
28%�I tend to binge episodes of my favorite podcasts
17%�I like to offer recommendations about new podcasts to others
7%�I am the first amongst my friends to find out about new podcasts
Podcast Attitudes
While 1 in 3 podcast listeners like getting podcast recommendations from others, another 3 in 10 prefer to find them on their own
Role of Music & Audio, Audio Ads
Q. What role does music play in your life? Select all that apply. Source: Pandora Soundboard, 2021 User Study, A18+ (N=4,285), March 2021. Base: Total A18+.
Music almost universally improves Pandora listeners’ moods, relaxes them, and makes them happy
Music’s Role in Life
Q. When thinking about music, which of the following statements do you agree with? Select all that apply. Source: Pandora Soundboard, 2021 User Study, A18+ (N=4,285), March 2021. Base: Total A18+.
Almost 8 in 10 Pandora listeners say they listen to a range of genres/artists, and over 7 in 10 enjoy old-school music
Music Attitudes
Q. When thinking about Audio content, how much do you agree with the following statements? � Source: Pandora Soundboard, 2021 User Study, A18+ (N=4,285), March 2021. � Base: Total A18+.
87%�Streaming audio gives me the freedom to select what I want to listen whenever I want
87%�Sound quality is an important part of my listening experience
87%�There is a broad range of audio content available for whatever mood I’m in
77%�I listen to more audio content today because I can access it/take it with me everywhere
61%�I am willing to invest in devices with higher-quality sound
58%�Audio content helps me escape from too much visual stimulation
Streaming Audio Attitudes
About 9 in 10 listeners agree that streaming audio gives them freedom to listen to whatever they want, and that there is a broad range of audio content for any mood they’re in
% Selecting Top 2 Box (Strongly Agree/Agree)
Q. When thinking about Audio content (music, podcasts, etc.), how much do you agree with the following statements?�Source: Pandora Soundboard, 2021 User Study, A18+ (N=4,285), March 2021. Base: Total A18+.
91%�Music/audio makes me feel nostalgic
82%�Music/audio reminds me of good times with my loved ones
81%�I still listen to the same music/audio I grew up listening to
81%�Nostalgic music/audio brings me comfort/peace of mind
69%�Music/audio from my past has shaped my identity
38%�I prefer music/audio I'm familiar with rather than new music/audio
Audio Nostalgia Statements
Music/Audio makes 9 in 10 listeners feel nostalgic; and 8 in 10 say it reminds them of good times with loved ones
% Selecting Top 2 Box (Strongly Agree/Agree)
Q. When thinking about Audio ads, how much do you agree with the following statements? Source: Pandora Soundboard, 2021 User Study, A18+ (N=4,285), March 2021. Base: Total A18+.
2 in 3 listeners say they’re more likely to recall funny/entertaining ads, and over 1 in 3 prefer ads with diverse voices
Audio Ad Attitudes
Sample Demographics
RACE / ETHNICITY (MULTI-SELECT)
GENDER
Total Sample: A18+
Source: Pandora Soundboard, 2021 User Study, A18+ (N=4,285), March 2021. Base: Total A18+. *Denotes small sample size, use with caution.
53%�FEMALE
44%�MALE
0.7%*�NON-BINARY
2%�PREFER NOT TO ANSWER
HHI
AGE
Q. Which of the following best describes you? Source: Pandora Soundboard, 2021 User Study, A18+ (N=4,285), March 2021. Base: Total A18+.
Of respondents are currently employed (Full time, Part time, Self-employed, or Business Owner)
74%
About 3 in 4 respondents are currently employed, with almost 6 in 10 being employed full-time
Employment Status
Q. Are you a parent? [IF YES] What are the ages of the children that live in your household? Select all that apply. Source: Pandora Soundboard, 2021 User Study, A18+ (N=4,285), March 2021. Base: Total A18+; A18+ Parents.
Of respondents are Parents
52%
Over half of respondents are Parents, and among them, 7 in 10 have children that currently live in their household
Parental Status & Ages of Children
Age(s) of Children in HH
Q. How would you describe the area where you live? �Source: Pandora Soundboard, 2021 User Study, A18+ (N=4,285), March 2021. Base: Total A18+.
Over half of respondents live in suburban areas, while a quarter are urban dwellers
Area of Residence