School’s back in session and with it millions of students across the country once again face the oft-dreaded pastime of homework. Whether in elementary school, high school, college or pursuing a postgraduate degree the act of doing homework spans generations.
Trying to focus can sometimes require help, and since it’s not only students who need to concentrate, we can use the latest wave of Luminate Insights’ Artist & Genre tracker to dive into the demographic and attitudinal data of US consumers that cited listening to Meditation / Sleep / Focus audio content. This data was collected in June 2023 from a representative sample of US consumers aged 13+.
At a broad level, nearly 7 out of 10 of those who listen to Meditation / Sleep / Focus content identify as female. And of all Meditation / Sleep / Focus listeners, the age range is wide but the biggest cohorts are those 45-54 years old (22% of format listeners) and 25-34 years old (20%) indicating that those most interested are young professionals and also those hitting middle-age.
In terms of where marketers can connect with Meditation / Sleep / Focus listeners, they are 260% more likely to listen to Guided Meditation than the average US citizen. This makes sense given the format, but this group is also 25% more likely to cook for leisure and they care about various causes. These listeners are 27% more likely to state that they “like it when an artist supports a social cause I care about.”
And while those that listen to Meditation / Sleep / Focus audio content enjoy discovering new artists, being the first to hear a new artist is not a top priority as this group is 13% less likely to cite that “being the first to discover an artist is important to me.” Yet, when they do listen to music, Alt. Rock sticks out as a key genre for this group. While 3% of the US general population responded that they listen to the Alt. Rock subgenre, 8% of those listening to Meditation / Sleep / Focus content reported listening to Alt. Rock, making them nearly 170% more likely to do so.
National Hispanic Heritage Month
National Hispanic Heritage Month in the United States runs from September 15th to October 15th to celebrate Hispanic history, culture and contributions. Luminate will continue to highlight Latin artists and music throughout the month and CEO Rob Jonas will deliver a presentation from Miami as part of Billboard Latin Music Week. Look for more from Luminate in the coming weeks as we celebrate Latin music.