Slide 1: Welcome. 3rd Annual AudioCon Study: The "Human" Consumer
Welcome. 3rd Annual AudioCon Study: The “Human” Consumer America’s #1 Audio Company Reaching 9 Out of 10 Americans Every Month AudioCon 2025 Radio • Podcasts • Digital • Social • Influencers • Data • Events October 15th
Slide 2: AudioCon 3.0: Who is today's "Human" Consumer
AudioCon 3.0 Who is today’s “Human” Consumer in the era of Ai and algorithms? CONFIDENTIAL 2
Slide 3: Why we conducted this study
o Our mission: To give everyone in America a friend…Anytime, anywhere. Why we o These unique insights help us serve the consumer better and strengthen our conducted relationship with them. o 9 out of 10 Americans listen to our this study. broadcast radio stations alone, so we listen through ongoing
Slide 4: How we got here…
How we got here… 2023 2024 We worked with Malcolm Gladwell to We then identified and studied understand The New American The Ignored Consumer, representing Consumer, not just who we marketers almost half of America who felt think the consumer is, to look beyond overlooked, disrespected, and unseen o
Slide 5: AudioCon 3.0: The "Human" Consumer
AudioCon 3.0: o “Do consumers know algorithms are a part of their media feeds?” The “Human” o “How do consumers see Ai - can it ever replace a human?” Consumer o “Why does Gen Alpha value phones?” Today we will be tackling the biggest o “How valuable is it to be human topic on the minds of our audie
Slide 6: What did consumers tell us?
Where we started: What did consumers tell us? CONFIDENTIAL 6
Slide 7: Insight #1: They know they're caught in algorithmic bubbles
Insight #1: They know they’re caught in algorithmic bubbles. 7 CONFIDENTIAL Source: The Human Consumer Q3 2025
Slide 8: Consumers are all online… but not always happy spending time there
o 92% use social media, but 2/3 of consumers say social media makes Consumers them feel worse and more disconnected than before. are all online… but not always o 7 in 10 hate clickbait but still fall for it. happy spending o A majority of consumers say they time there. liked Facebook better when it
Slide 9: Consumers know algorithms run our lives
Consumers 70% 50% know feel they’ve “lost control” of what’s say media at large is dividing us algorithms in their feed. though social media can run our lives. still feel like a lifeline for minority groups. I don't see as many posts from friends or family anymore. Agree/disagree? 9 CONFIDENTIAL I'v
Slide 10: Consumers no longer inherently trust the information they're fed
Consumers no longer inherently trust the information they’re fed. 82% 8 of 10 2/3 say media only believe neutrality is know algorithms reflects what they impossible today. shape their views. already believe. The media I follow mostly reflects what I already believe. Agree/disagree?; Does social medi
Slide 11: Insight #2: Fear and distrust are affecting our lives
Insight #2: Fear and distrust are affecting our lives. 11 CONFIDENTIAL Source: The Human Consumer Q3 2025
Slide 12: Kids are being raised by fearful parents
45% have never walked even one aisle away from their parents in a store. Kids (8-12-year-olds) are being raised by 56% have never spoken to a neighbor without a parent nearby. fearful parents, at the expense of 62% have never walked or biked anywhere without an adult. independence and personal growt
Slide 13: The main way kids find independence today is on their devices
The main way kids find independence today is on their devices. 7 in 10 1 in 3 1 in 10 3 in 4 kids admit staying up have chatted say someone say what they really want past bedtime on with an Ai bot. online has is simple: to hang out a tablet, phone, contacted them in together in person, without or ga
Slide 14: Insight #3: Media siloes and algorithms are preventing shared event experiences
Insight #3: Media siloes and algorithms are preventing shared event experiences. 14 CONFIDENTIAL Source: The Human Consumer Q3 2025
Slide 15: This latest wave of media fragmentation is affecting how we experience events
Platform Choice Matters This latest “I only get news on TikTok.” — Different sources wave of media shape whether people experience moments together. fragmentation Distrust & Overload is affecting how “I don’t trust the media anymore… it’s too biased.” we experience — Many disengage due to fatigue an
Slide 16: Where that has led us: a 55/45 divide
Where that has led us: No matter the event, % there’s a 55 vs % 45 divide. CONFIDENTIAL 16
Slide 17: Algorithmic sources were more predictive than political views
Black Lives Matter The Government’s The #MeToo Pulling back & George Floyd Response to COVID-19 Movement from DEI initiatives % 51 % 43 % 56 44 % % 49 Violent Protests 57 An Example Of Government 56 % 44 A Societal % % A Loss For A Step Toward Peaceful A Necessary Overreach Diversity Fairness And Ov
Slide 18: BUT, there's one thing we all agree upon…
BUT, there’s one thing we all agree upon… CONFIDENTIAL 18
Slide 19: There's "something going on with those Epstein files!"
… There’s “something going on with those Epstein files!” 78 % “It's a Cover Up” 22 How would you describe % the Epstein Files? “A Nothing Burger” 19 CONFIDENTIAL Source: The Human Consumer Q3 2025
Slide 20: Insight #4: Ai is no longer a mystery
Insight #4: Ai is no longer a mystery. 20 CONFIDENTIAL Source: The Human Consumer Q3 2025
Slide 21: Consumers call Ai helpful, time saving, but also untrustworthy and threatening
Which words best describe how you feel about Ai (Artificial Intelligence)? Helpful 47 In addition to Time-saving 40 “helpful” and Easy to use 39 “time saving,” Untrustworthy 34 consumers also call Important 32 Ai “untrustworthy” and “threatening.” Threatening 31 Intimidating 25 Confusing 19 Misunder
Slide 22: Yet… humans are using Ai as a tool
Humans are using Ai as a tool. 70 % 90 % of us are using Ai. Yet… say it’s important to know media is created by a real person. How often do you use Ai? 22 CONFIDENTIAL Which words best describe how you feel about Ai (Artificial Intelligence)? I want to know that the media I consume is created by a
Slide 23: We're worried about where Ai will lead us
o 3/4 expect Ai will complicate life. (Gen Z & But even though lower-income consumers are most worried.) we need Ai, and o 82% worry about its societal impact. we use Ai… o 2/3 fear job loss from Ai – only those making We’re worried over $200k aren’t worried. about where it o 3 in 4 don’t want Ai-ge
Slide 24: Where we're going: What are consumers doing about it?
Where we’re going: What are consumers doing about it? (Spoiler: They’re leading us forward) CONFIDENTIAL 24
Slide 25: Reaction #1: Rethinking how they're using algorithmic channels
Reaction #1: Rethinking how they’re using algorithmic channels. 25 CONFIDENTIAL Source: The Human Consumer Q3 2025
Slide 26: Tech is overwhelming consumers, and they are looking for a change
Tech is overwhelming consumers, and they are looking for a change. o Most are overwhelmed by their smartphones and notifications. o In 2009, 50% of Americans wished they had a smartphone. Today, 42% “sometimes wish they had a dumbphone.” o And higher-income households are becoming overwhelmed the fa
Slide 27: Reaction #2: Actively seeking other humans
Reaction #2: Actively seeking other humans. 27 CONFIDENTIAL Source: The Human Consumer Q3 2025
Slide 28: Humans help us feel safe
Humans help us feel safe. Consumers describe human interaction as irreplaceable: 86 % 9 in 10 “Genuine connection that you cannot get from Ai.” “I feel seen and comforted when I’m feel safer say human trust around others.” around others. can’t be replicated by Ai. “Empathy, laughter, and warmth can’
Slide 29: Connecting with humans eases anxiety and makes life feel better
When we connect with other humans, it eases our anxiety and makes life feel better. Consumers describe these moments as: “Community sharing good and bad times.” 95 % 83% 92% “Feeling less lonely and more understood.” “Loved ones who say it feels feel more have deep, support, inspire, good to know al
Slide 30: In moments of crisis, people depend on their local radio hosts
o When data-driven systems go silent, radio In moments of o keeps talking. Algorithms can transmit information, crisis, people but they cannot comfort, reassure, or build trust. depend on their o Ai can spread misinformation just as fast as local radio hosts real facts, sometimes amplifying confusio
Slide 31: The "Human" Consumer
The “Human” Consumer CONFIDENTIAL 31
Slide 32: The "Human" Consumer defined
The “Human” Consumer is defined not by demographics, but by a deep yearning for authenticity and real emotional connection in a world increasingly dominated by algorithms and artificiality. CONFIDENTIAL 32
Slide 33: Key traits of humans in 2025
Emotionally Driven Key traits Need Technology but still Skeptical of humans Craves Real Connection in 2025. Overstimulated and Fatigued Nostalgic Distrustful, but Hopeful Values Shared Humanity This includes Religion, Spirituality, Free Will, and Mortality. 33 CONFIDENTIAL Source: The Human Consumer
Slide 34: Key Takeaways for Marketers
Key Takeaways for Marketers: CONFIDENTIAL 34
Slide 35: The Key Takeaways for Marketers
The Key Takeaways for Marketers Treat Trust Human Balance Tech as a Strategic Connection and Trust. Imperative. as Currency. Invest in human-driven Show up in live & local events. Balance your media mix. channels. Surround shared experiences. Use radio for reach Use audio to deepen trust. and freque
Slide 36: And that's why…
And that’s why… CONFIDENTIAL 36
Slide 37: Our Mission
Our Mission Give everyone in America a friend who is there anytime, anywhere. (Guaranteed Human) CONFIDENTIAL 37