iHeartMedia Study: Consumers Digitally Fatigued, Craving Human Connection.

iHeartMedia revealed the results of its third annual consumer study today, highlighting how technology and AI are reshaping audience behaviors, beliefs, and trust. The study, titled “AudioCon 3.0: The Human Consumer,” underscores a growing consumer desire for authenticity amid digital fatigue and algorithm-driven media.

The research, conducted by Critical Mass Media for iHeartMedia, surveyed 2,007 U.S. adults in August 2025 and examined how audiences across demographics interact with technology, social media, AI, and live content. Findings show that 82% of respondents are concerned about AI’s societal impact, while 90% say it’s important to know that the media they consume is created by real people. Consumers want meaningful, “human” connections, but phones and digital devices often hinder those interactions.

“The data shows us that consumers are emotionally driven, digitally fatigued and yearning for authenticity in an increasingly algorithmic world,” said Lainie Fertick, President of Insights for iHeartMedia. “For marketers, it creates both hurdles and unique opportunities to connect with audiences in this new environment.”

Among the study’s key insights:

• Children Struggle for Independence in a Digital World: Despite a desire to socialize in person, children aged 8–12 face parental restrictions. Surveyed children reported that 61% have never made plans independently, 45% have never walked even an aisle away from a parent, and 71% have never used a sharp knife. Yet many children are seeking independence online: 70% stay up past bedtime on devices, 33% have chatted with AI bots, and 25% have messaged strangers online.

• Consumers Online but Unhappy: Social media penetration is near-universal, with 92% of adults using platforms regularly. Yet, two-thirds report feeling worse and more disconnected, 50% believe social media drives division, and 86% say online arguments happen in ways they wouldn’t in person. Frustration is highest among lower-income users.

• Distrust in Digital Media: Two-thirds of consumers acknowledge that algorithms shape what they see, and 82% feel media only reinforces pre-existing beliefs. Ads increasingly dominate feeds—86% of adults report seeing more ads at the expense of friend or family content.

• Digital Fatigue Driving Interest in Simpler Devices: Forty-two percent of adults wish for a “dumbphone,” and interest in flip phones has surged 15,000% year-over-year. High-income households are particularly eager for breaks from smartphones.

• Polarization and Media Influence: Consumers are deeply divided on major news events, from COVID-19 government responses to #MeToo perceptions and ICE raids. The only area of near-universal agreement: 78% believe the Epstein files indicate a cover-up.

• AI Awareness vs. Distrust: While 97% of Americans know what AI is and 70% use it, three-quarters do not want AI involved in media and entertainment. Two-thirds fear job loss to AI, with Gen Z and lower-income consumers most concerned.

• Human Connection Remains Irreplaceable: Despite technology saturation, 86% of adults say physical proximity to other humans makes them feel safer, and 90% believe trust cannot be replicated by AI. Overall, 95% value knowing someone cares, and 92% believe technology cannot replace meaningful relationships.

iHeartMedia executives emphasized that marketers can use these insights to align advertising with human-focused experiences. “Because of the algorithmic feed consumers are immersed in, giving them escape hatches of human-made content is essential,” the study notes. Leveraging live media, conversational channels, and human-led storytelling can strengthen audience trust and engagement.

“In a world of digital saturation and AI acceleration, this study reveals that consumers are not just looking for convenience, they’re searching for meaning,” Bob Pittman, Chairman and CEO of iHeartMedia said. “Sports, radio, live media, and human-led storytelling offer a rare sanctuary of trust, empathy and shared experience. We must continue listening to Americans more closely than ever and focus on ways to foster real connection and amplify our collective humanity.”

The findings were presented during iHeartMedia’s AudioCon 2025 on Wednesday in New York City by Lisa Coffey, Chief Business Officer, and Lainie Fertick, President of Insights.

Methodology: The adult survey polled 2,007 U.S. adults online between August 8–13, 2025, with a margin of error of ±2 percentage points. The child-focused portion, conducted by The Harris Poll in March 2025, surveyed 522 U.S. children aged 8–12.