Let's Learn: Education Consumer Stats for an A+ Ad Strategy

If you’re an education advertiser, Gen Z is no doubt on your radar. So, we’re here to tell you that digital audio is on theirs. Over 80% of all teen daily audio listening is digital.1 And 52% of Gen Zers are listening to more audio content today than they did a year ago. With the clock ticking on this school year, and big education decisions on the horizon for many teens and young adults, the time is right to reach education consumers with digital audio.

More Competitive Than Ever

Today, most careers require at least some form of education. In fact, over 50% of employers say that a well-rounded education and technical skills are essential to career success.3 But long gone are the days of the one-size-fits-all education path. Instead, the modern student is turning to diverse forms of education—six in 10 current students are enrolled in non-four-year degree programs (like graduate programs, two-year associate’s degrees, certificate schools, and trade/vocational schools).4 As the possibilities for students continue to grow and evolve the competition for those in the industry is tight, especially when you consider that 80% of students apply to five or fewer colleges.5

Go to the Top of the Class With Digital Audio

For education advertisers who want to be top of mind as teens and young adults make plans for the future, digital audio is the way to go. It’s the soundtrack to their school day, with 75% of high school and college students who are planning to transfer listening to music when they study.4 And 78% of high school students and college students planning to transfer listen to music during their school commute.4 And 83% of teens listen with ads.6

If you’re ready to reach prospective students, let’s talk.

Sources:

1. Source Edison Share of Ear Q2 2022, Teen 13-17 All Total Daily Audio AM/FM, Streaming, SiriusXM, Podcasts; Digital = streaming, podcasts, SiriusXM platforms. Index is compared to general population, P13+

2. Pandora Soundboard, 2022 User Study, A18-24

3. Inside Higher Education 2021 Study

4. Pandora Soundboard, 2021 Education Study, A18+ (N=994), August 2021

5. Modern Campus 2021 Study

6. SXM Media, Gen Z & Millennials Study, Online Audio Listeners 13-24 (N=2,267), March 2022