As kids head back to school, the pressures that social media place on young people is again front and center. But while study after study have shown the damage that social media can do to children, a new report finds that audio may be one of the solutions that parents are looking for. ABF Creative, a kids and family audio production company, has released findings of its study that show hidden connections between audio content and child development, and the benefits from various forms of audio content.
"The way we introduce our children to sound shapes their lives in profound and often unnoticed ways," CEO Anthony Frasier said. "The study makes a compelling case for the tailored use of audio, not just as entertainment but as a tool for personal growth, mental well-being, and educational enrichment."
Because research companies cannot directly survey kids aged 4 to 11, the study instead quizzed 1,013 parents about the audio listening habits of their children. It found that 43% listen to music every day and 21% listen almost every day. Only four percent of parents said their kids never listen to music.
“This suggests that music is a significant part of children’s lives,” the report says. The survey did not, however, ask what the source of that music typically is, such as AM/FM radio, streaming services or owned music.
Audiobooks are less popular, with a third of young people never listening to them while just 11% listen to audiobooks daily.
Kid-targeted podcasts are also a growing audio option. But with limited catalogs and even some moms and dads not yet fully embracing spoken word on-demand, ABF says the study data shows podcasts are kid’s least popular content. The survey found about half (51%) never listen to a podcast versus seven percent that listen every day. “This suggests that podcasts still have the most enormous opportunity for growth in this space,” the report says.
Parents typically prefer that kids consume music or educational materials when they are listening, but AFF says generally parents’ preferences largely mirror those of their kids.
The ABF study’s real revelations are the impact that audio content has on young people. It says six in ten parents have noticed changes in their child’s mood or behavior after listening to their preferred audio content. The majority of children became more “positive and happy” according to the research, which also says many were also “more relaxed and calm” after listening to their preferred audio content. The report concludes that reinforces the idea that audio content can positively influence a kid’s mood.
Nearly six in ten (58%) parents also said their child expressed increased self-esteem or positivity after consuming certain types of content. Although that can be difficult to gauge with kids, ABF bases its conclusion on the number of parents who said their little ones said something positive about themselves or others, they offered to help someone else, or they said outright how they felt.
The result is nearly two-thirds (63%) of parents surveyed said they would be open to implementing a structured audio program aimed at improving their kids’ self-esteem as part of their daily routine. There is less clear-cut agreement on how long the program should last, but that probably has more to do with the developmental differences between a four-year-old and an 11-year-old.
"What we have unearthed is a symphony of opportunity,” said Kristin J. Carothers, Ph.D., a clinical psychologist who worked closely on the study. “The link between audio content and enhanced positivity, self-esteem, and academic performance is a call to action. It's time we create content that nurtures, educates, and empowers our children,” she said.
As audio content producers look to grow their reach with this next generation of listeners, the survey reveals what moms and dads want. ABF says 43% of parents seek more educational content, and 37% want more positive and empowering messages in audio that can positively affect their child's self-esteem.
"Our findings are a roadmap for a future where audio content transcends mere entertainment," Frasier said. “It's an emotional, educational, and societal instrument.”
Download the AFT Creative report “Sounds of Self-Esteem” study HERE.