Study shows people are attempting to fill the void of connection with audio content
An overlooked an under-addressed component of the last five months involves the fact that we humans are innately social beings. Meaning that we thrive, heal, and expand as we assimilate the benefits of community and physically being around others.
Deezer recently released findings from a global study involving topics such as loneliness, love, trauma, and self-care coping mechanisms in these times of encouraged isolation.
Some factors wrangled for the study were:
Age
Income level
Housemate situation
Geographic location
Preferred content
According to the study, Generation Z and Millenials are finding it most difficult to sit with the ache of prolonged isolation; which explains why nearly 20% of Gen Z listen to audiobooks to help fall sleep and 24% listen to music to combat loneliness.
"Audio content is helpful as it breaks the silence which can become overwhelming. Podcasts and audiobooks act as a distraction and fill the time until we have the next phone call or video chat.” -Dr. Sarita Robinson, Principal Lecturer in the School of Psychology, University of Central Lancashire
Of course, age isn't the only factor involved; income has proven to have an impact, too. Those in higher income brackets are almost twice as likely to stream audio content to combat loneliness than those on the other side of the income spectrum. Those "high-earners" are also reportedly more drawn to topics of well-being than those with lower incomes.
Who you live with also makes a difference in the matter. Almost a quarter of people who live by themselves have admitted that podcasts help them feel better. An admittance that explains why 26% of them are listening to podcasts more often while another 20% hopped on the podcast train for the first time during lockdown.
Nearly a third of adults with kids at home and nearly half of folks living with grandparents or other "at-risk" adults are said to be turning to music more often to help kick feelings of loneliness.
Geographically, people in the United States are about three times more likely to tune in for a podcast pick-me-up compared to people in France and the UK. And speaking of statistics from overseas, those in the Middle East are shown to be, overall, more likely to choose well-being based episodes with Brazilians close behind (73% and 61%).
“No one is immune from depression and loneliness. The good news is that audio can provide some relief when we need it the most. That’s why we curate dedicated playlists and channels for our users. After all, we’re in this together." -Deezer's Alexander Holland
It feels impossible to not have our mental health affected by these continued restrictions, but thankfully there are ways to help keep from allowing it to be heavier than necessary. Ways that include the magic of music and the informed guidance of authors and professionals driven to help us find ways to personally thrive even in times that seem some shades darker.
Dr. Robinson concluded it best to say, "We need to take the time to adopt new strategies which help us cope during this difficult time. I know that challenging events can have positive impacts on people’s lives."
What tools are you using to ensure that these times can have a positive impact on yours?
By Sam Jump
