Changing U.S. Labor Market Is Changing U.S. Media Consumption

More Jobs on the Move Higher Payrolls in Transportation Warehousing and ConstructionThe transportation and warehousing sector saw the most growth with July payrolls up 129 from prepandemic levels As warehouse and delivery infrastructure is added to satisfy more ecommerce demand more people are employed on the roads or on their feet all dayWhy should marketers care Changes to what people are doing with 40 hours per week or more strongly affects their media diet Per MRI 32 of people working in transportation and moving materials are heavy terrestrial radio users more than any other occupation If we attribute that to job conditions and environment and we should because radio has always had a strong correlation with vehicle usage we may have just added 239000 Americans heavily dialed in to their AMFM radioMore listening time should radiate beyond an Amazon hiring spree The broader construction sector payrolls are also up 1 compared to prepandemic levels People who work in production installation maintenance and repair and construction are very light TV watchers if they tune in at allamp160 However they are more likely to be heavy radio listeners with the majority listening to radio four times the amount of time they spend watching TV per MRIThe most recent Edison Share of Ear Study a quarterly report on audio consumption habits confirms that Americans are spending even more time with digital audio listening is up 9 YoY Listener tastes change throughout the day based on where they are and what they are doing The study finds that people are 20 more likely to listen to personalities or talk at work and 8 more likely to save the news and informational content for the privacy of their car or truck With the retail industry as a whole rocking 207800 more jobs last month than February 2020 it39s also interesting to note that people are 13 more likely to listen to music at retail locationsAudio Amplifies Beyond Vehicles More People are Working with Earbuds InProfessional and business services rapidly added jobs up 46 from prepandemic levels As many as 58 of professionals have the opportunity to work from home at least one day per week and 35 work remote fulltime per McKinsey39s Spring 2022 American Opportunity Survey A study by Broadbeam Media found that 66 percent of professionals always or often listened to audio while working remotely a significant increase from their listening habits when onlocation Digital audio growth is supported by the numbers led by the daily growth we39ve seen in podcasts 29 of adults 1834 can now be reached daily by podcasts per the Q3 Edison Share of Ear studyLower Labor Levels in Leisure and GovernmentWhich sectors are shedding employees Jobs in leisure and hospitality are still down 71 compared to prepandemic representing the biggest payroll loss of any industry Hospitality workers tend to be younger with a steady diet of social media inbetween serving guests While hospitality workers spend 41 more time on social on average per MRI they are much less likely to watch a lot of TV They39re not tuning into the TV during primetime when it conflicts with job hours that don39t always follow a 95 pattern However having more people on their couches in the evening doesn39t do anything to help primetime linear ratings as SVODs continue to eat up all the viewershipHow We Spend Our Days is How We Spend Our LifeAs whitecollar workers marketers have heard plenty about the quotGreat Reshufflingquot where professionals have jumped firms for different roles and opportunities With the entire US labor market on our dance card it39s important to understand the job movement between industries as payrolls rise and fall with changing consumer preferences How an employed consumer spends their time greatly affects how we can get their attentionThis article was originally published in The Marketing Insider from MediaPost on August 31 2022 and written by Corinne Casagrande Senior Vice President StrategyClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Changing U.S. Labor Market Is Changing U.S. Media Consumption

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