Cisneros study: Puerto Ricans value digital audio, have increased consumption during COVID-19 quarantine

Cisneros Interactive and Brandwatch collaborated on an investigation into how the COVID-19 pandemic has impacted digital listeners in Puerto Rico. The results are based on 700 online surveys taken between March 23 and April 6.

Even though people are staying in their homes, smartphones are the most popular device for digital audio consumption. Sixty-two percent of respondents said they are listening on the smartphones, compared with just 14% using laptops or desktops, 17% using tablets, and 9% using smart speakers.

Quarantining has led many Puerto Rican listeners to place a higher value on audio content. Seventy-two percent dubbed radio, podcasts, and music “very important” while in isolation, and 64% said music is the most-valued content during this period.

Consumption trends are generally positive, with 85% of the participants saying they have maintained or increased their digital audio consumption during quarantine. More than half (58%) are listening to digital audio during their free time. Cooking was the top multitasking response with 30% of the answers, followed by a tie between exercising and studying at 22%.

Finally, the survey asked about brand relevance during social distancing. Just over half of the participants said they changed their consumption of regular brands due to quarantine (56%) and agreed that brands should continue advertising to bring products closer to customers (52%). A majority of the respondents (71%) said brands should communicate messages of support and awareness during the pandemic. Interest in sales and normal communication were much lower at 20% and 15%, respectively.