New Study: For U.S. Women Age 18+, Music is Medicine

U.S. women age 18+ spend just under three hours per day listening to music, reaping the emotional and practical benefits of music consumption, according to the Women’s Audio Report: Women & Music released by Edison Research and SiriusXM Media. Women & Music follows part one of the series, Women & Podcasts, and continues to explore the relationship between women and audio consumption.

Presented by Megan Lazovick, Edison Research Vice President, alongside Melissa Paris, Vice President of Sales Research at SiriusXM Media, the research reveals the distinct ways women engage with music across different aspects of their lives, from personal enjoyment to family bonding and beyond.

Music is Omnipresent in the lives of Women

• 89% of U.S. women age 18+ are reached by music audio daily
  U.S. women age 18+ spend an average of two hours and 55 minutes per day listening to music
  77% of adult women’s daily audio listening time is spent with music

Women Listen to Music as an Emotional Resource and Coping Mechanism

• Women monthly music listeners age 18+ share some worries: 69% worry “a lot” about the economy, and 52% worry “a lot” about the future of women’s rights
  85% of women monthly music listeners age 18+ have ever turned to music to cope with life challenges
  Women monthly music listeners age 18+ “strongly agree” that listening to music puts them in a good mood (59%), is a good way to relieve stress (58%), and helps pass the time (53%)

Music Bridges the Generations for Women

Among women music listeners age 18+ who have children under 18:

• 89% listen to music with their children
  77% agree that listening to music together is fun for the whole family
  49% want to learn more about the music their children love

Women’s Voices in Music Matter, Particularly to Younger Listeners

• There is a generational divide in preferences for female artists: 32% of women music listeners age 18-34 say most of the musical artists they listen to are female, compared with 19% of women age 35-54, and 7% of women age 55 and older

• Women music listeners age 18-34 are more likely to feel they could be friends with female artists (29%) compared with 24% of women music listeners age 18+

“Women, especially young women, want representation. More younger women are primarily listening to female artists, and they’ve catapulted so many new, young female artists to superstardom,” said Lazovick. “The smart brands are paying attention and are supporting these young voices. And the fans are smart and paying attention too.”

Music is a Powerful Medium for Brands to Connect with Women

• U.S. women music listeners age 18+ hold tremendous purchasing power: 79% are primarily responsible for fashion and apparel purchases, 73% for grocery shopping, and 67% for health and wellness products or services. Fifty-nine percent of women music listeners age 18+ play a “major role” in financial decisions

• The top ad categories women music listeners age 18+ said were relevant to them include: movies and TV, restaurants, health/wellness, streaming videos, fashion and apparel, and travel

“Music offers exceptional opportunities for authentic brand connections. Music’s omnipresence in women’s lives, their dedicated engagement, and emotional connection make a compelling case for music-focused advertising,” said Paris. “Brands that understand these dynamics can craft more relevant, resonant campaigns that reach women where they’re already spending significant time and emotional energy.”

About the Study
The Women’s Audio Report was based on 2,520 interviews with women age 18+ who had listened to audio in the last month. The data was weighted to match age, ethnicity, and census region of the U.S. female population. The study also incorporated statistics from Edison Research’s Infinite Dial series, Share of Ear daily diary listening study, and Edison Podcast Metrics.