Meet your new virtual office colleague – the radio | WARC | The Feed

Meet your new virtual office colleague – the radio

Working from home has transformed work patterns for millions of people, and, according to new research, many now find it hard to organise and break up their days, and to distinguish between work and leisure.

Why it matters

A study from Bauer Media and Greatest Hits Radio reports that 25% of us are working longer hours than ever, but it also finds many people are turning to the radio to help keep track of their day with that channel fulfilling a new role and becoming, in effect, a kind of “virtual office colleague”.

The details

• For many people working at home, having the radio on all day, listening to voices and music, has to some extent helped make up for the absence of colleagues in an office, and provided companionship, and an “antidote” to pandemic worries.
• Some 54% of those who work from home, at least part of the time, said music played a role in breaking up their day; 30% said they navigated their lockdown routines using the radio, with particular shows and content, such as the hourly news, helping them keep track of time and when to take breaks/finish for the day.
• Home workers also appear to be listening to the radio more – 24% said they’d listened to it more during this third lockdown, and 81% said they’d carry on doing so, even when life returns to normal.

The big idea

With more people listening to more radio whilst at home, there are increased opportunities for advertisers to communicate and engage with them. And with working patterns unlikely to return to those of a year ago, it’s a trend that will continue.

Sourced from Bauer Media, Greatest Hits Radio 

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