The "Study on Digital Audio Consumption in Portugal" concludes that "8 out of 10 internet users in Portugal already consume digital audio, in its various forms: consumption of radio, music or 'online podcast'", or 83.5%, and that "57.3% state that this consumption is done by listening to radio in real time, through 'sites' or radio mobile applications". This shows that digital audio is a trend: last year more than a third (38.7%) of Portuguese people said they had listened to more digital content. "Four out of 10 respondents increased their consumption of digital audio, in general, and in particular of 'podcasts', in the last year, with 31.9% expecting to increase their 'online' audio consumption in the next 12 months", the study says. In this period, the average listening time was 14 hours per week, the 'smartphone' is the most used technology and music, entertainment and humor are the 'top 3' of the most listened to content. Regarding gender, "the data shows that there is no substantial difference in digital audio consumption, since 83.2% of the male population confirms that they consume audio in digital format, against 83.7% of the female audience". According to the data, "98.4% of Generation Z [born between the mid-1990s and early 2000s] indicate that they consume digital audio, of which 38.1% guarantee that they do so by listening to radio in real time through the 'site' or 'apps' of the radios; digital audio consumption then tends to decrease progressively, as the age of the listeners increases, until it reaches the 'Baby Boomers' [born between the mid-1940s and mid-1960s], in which 68.4% say they consume audio content digitally, with 67.8% listening to the radio in real time through the website or the apps of the radio stations". 'Smartphones' are the most used technology for digital audio consumption (67.1%), particularly among Generation Z, where this number rises to 82.2%" and car radios, "either in 'connected car' mode or with another device in 'bluetooth' (50.7%) and the computer (48.9%) make up the 'top3'", the study says. YouTube and Spotify are the most used platforms for digital audio consumption, with 77.7% and 58.4%, respectively. "Regarding digital content in 'podcast' format, 4 out of 10 respondents guarantee that they listen to podcasts (40.8%)", concludes the study. The "Study on Digital Audio Consumption in Portugal" was carried out by Marktest for Bauer Media Áudio Portugal "with the aim of understanding the digital audio consumption habits of Portuguese internet users over 15 years old, namely, quantifying the target that consumes this type of content, the frequency with which they do so, the type of content consumed and the technologies used to do so, among others". Digital audio consumption is understood as the consumption of radio, music or 'podcast' online, that is, through the Internet, and 808 interviews were conducted, between February 16 and 29, 2024. "The death of radio has been successively announced, first with television, then with the Internet, and now with 'streaming'", says Salvador Ribeiro, CEO of Bauer Media Áudio Portugal, quoted in a statement. "However, what this data shows us is that a large part of the population - and it is transversal to all generations - continues to listen to the radio, although they now consume it in a digital way", so "this study opens many paths for the future of digital audio and for us to be able to continue at the forefront of this transformation, understanding the listeners and giving them what they want to hear", concludes the manager. Read Also: Beats has new headphones and wireless headphones. Find out how much they cost (Portuguese version)