You think there is a difference between listening habits of people living in rural areas
of Spain and between suburban areas and cities themselves. I think so and today
I want to talk about this thanks to a report from Edison Research com We
welcome you to the other side of the microphone. On the other side of
the microphone, a project by Jorge Marín grandson in which you will find your
daily ration of metapodcasting, casting with news, events, tools or episodes of
opinion in just ten minutes. Ten minutes, ten minutes, very good to
all. My name is Jorge Marín and today I want to start the episode
sending a great greeting to start the day. Tap everyone you are and everyone
you are to the other into the microphone every day to keep learning a little
bit more about the podcasting around me. Today I want to talk to you
about a small report that I found on the Edison Research Com website, about
the differences in listening habits among the North American population, specifically differentiating into three
types, not good, in the first place, between listening to AM and
FM radio and listening to podcast, but above all, differentiating the population into
three types or better said, in three places where they reside. These audiences
are in the urban, suburban and rural areas of the United States. In
this survey they have asked older listeners over thirteen years of age and the answers
have been that thirty- four percent of these people live in the urban environment.
They listen to AMFM radio thirty- six percent in the suburban environment in
the metropolitan areas of big cities and forty- three percent in rural areas.
These are radio listeners as you can see. Urban areas are on the rise
thirty- four, suburban areas thirty- six and rural areas forty- three
per cent of radio listeners. However, in podcast listening it is, on
the contrary, 13 per cent in urban areas, 11 per cent in suburban
areas and 6 per cent in rural areas. Regarding rural listeners, they say
they spend forty- three percent of their daily time listening to podcasts and only
six percent of their time listening to podcasts as you see. There is a
very clear difference between the time spent on one type of audio and the time
spent on another type of audio. If we add the two time slots dedicated
to the radio, in m FM and podcast, both in urban and rural
areas, in both options, adding it already thirty- four percent to listen
to radio in the urban area and thirteen percent. In the urban area,
it gives us forty- seven percent listening to podcas or radio and in the
case of rural areas, it gives us forty- nine percent. Forty-
three percent on one side, six percent on the other, give us forty
- nine percent, and also in the suburban area, thirty- six percent
and eleven percent. Forty- seven percent. We saw that it is very
even, not forty- seven, forty- seven forty- nine percent if
we add radio and podcas, but there is a clear difference, especially in
rural areas. And I think this is mostly because of the age difference.
That' s why I want to bring this episode in to reflect a little
bit. I do not have the figures for these listening habits in terms of
the Spanish population, but I do have the figures regarding the average age data
in the rural world in our country, and it is that the population of
the peri- urban areas and municipalities of influence rises in the last four years,
while the populations under five zero inhabitants each time the average age increases,
increasing, and increasing, and if we take into account that the average age
of a podcast listener is between thirty- five to forty- five years,
or at least this is indicated by the majority surveys that have been carried out
in recent years. We have to see that populations of less than two zero
inhabitants mean age is at fifty- five years. Logically, here is already
beginning to stop from the average age of a regular podcast listener. However,
in peri- urban areas it is in almost forty- two years. Populations
say it has influence from big capitals also in forty- two years, and
the average age of the capitals themselves is installed in forty- seven and a
half years almost eight years. Under those fifty- five years on average in
rural areas to see I do not want to blame it only on age.
Logically, rural areas are home to older people. But I also think I
' m here I' m pulling a triple. I think people are more
technologically disconnected. Watch this. I do not mean that people are not connected
and very connected in rural areas. No, I' m not saying there
' s less. In the cities. There are also a lot of people
disconnected from the technological arena a lot. But to this say in the big
cities the most common thing is that people are more directly connected, because to
all the technological novelties and podcasting is one of them. There is no doubt
about this. So I think listening habits also influence in this sense that people
living in big cities and metropolitan areas tend a little more to listen to podcast
than radio stations. Then also the Internet connection. The Internet connection, this
is a reality. The TANE connection isn' t that powerful. It has
not yet reached 100 per cent of those in rural populations and in large cities.
In the big cities I am sorry that it is already practically in its
entirety, the great deployment of connection network. Let' s say massive at
all points. We' re not talking about WiFi anymore, we' re
talking about five g in mobile data, so it' s getting easier and
easier to be connected. However, rural areas are not always so and this
also influences radio. However, it does come many years ago, but the
Internet connection. It' s not like that. If we add to that
that the travel time in the big cities is perhaps the same, but because
of the traffic jams, because we have to use public transport more, we
need to say be connected or have content for those trips. This also influences
that we want to have content downloaded on our mobile phone for those scrolling times.
This is not the case in rural areas. In rural areas it is
not normal to go to work so long, for example, to move between
town and village or between town and city. In cities, although the distances
are perhaps the same or even smaller, the number of people there, the
number of vehicles that there are forces you to have more travel time, as
can be seen in all surveys, that many people use the podcast to relieve,
so to speak, to consume these lost times in shifts to work.
And I' m saying all this comes from this report by Edison Resets,
to which I' m going to leave you a link in the episode notes
so that you can take a look and the truth that I would like to
see some kind of survey also about these listening habits in the people of the
rural world, the people located in the cities or even the suburbs of these
cities. To see the listening habits, let' s say in our country
that we have data from the United States, but the ideal would be to
have a closer data on podcast consumption in Spain. But, hopefully and listen
to me some podcast platform that wants to conduct a similar survey and for next
year or by the end of this year, because we have this data a
little more concrete in our country. I don' t want to close this
delivery without thanking you for the podcast' s support. What concerns us on
this side of the microphone is the sponsor of this month of April, and
not only for this campaign, but also for its bet on podcasting, to
show that thanks to this format society can be improved. And proof of that
is precisely this podcast that worries us, because here they talk about mental health,
women' s empowerment or the different topics that they are already dealing with
in this first season that you can be listening to already because their first episode
has already come out, because it was the last day of March 20 when
I published it, and every month you will have a new delivery available through
the link that you find in the notes of the episode and also from its
YouTube channel. So, thanks a lot to bar for sponsoring every episode across
the microphone this month. And now I say goodbye and as every day I
go back to that place where you are right now, across the microphone,