The “Human” Consumer Study Shows that 82 percent of consumers worry about AI’s societal impact, and 9 in 10 believe it’s important to know the media they consume is created by a real person

Report released to marketers at iHeartMedia’s AudioCon 2025 in NYC

NEW YORK: iHeartMedia, the leading audio company in America and the No. 1 podcast publisher globally according to Podtrac, today released its third annual study, “AudioCon 3.0: The Human Consumer.” Over the past three years this acclaimed series of consumer studies -- from the New American Consumer with Malcolm Gladwell to America’s Ignored Consumer -- has given marketers a deeper understanding of today's evolving audiences. Today’s “Human” Consumer study, which brings together research across age groups and demographics, demonstrates the impact that media and technology are having on consumers, shaping their beliefs and behavior. The study also provides insights for marketers on how to curate advertising strategies that authentically connect with audiences and build trust in an increasingly fragmented and technology driven world.

The new research, fielded through Critical Mass Media for iHeartMedia, found that 82 percent of respondents worry about AI’s societal impact, and 9 in 10 believe it’s important to know the media they consume is created by a real person. Most respondents long to feel ‘human’ again through deep, meaningful relationships, but simultaneously feel overwhelmed by their phones, hindering the ability to pursue these connections. These conflicting sentiments are driving new consumer behavior.

“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. “This is especially critical with rapid technology advancements and the growing use of AI in the media industry. For marketers, it creates both hurdles and unique opportunities to connect with audiences in this new environment.”

The research also highlighted additional ways technology is impacting key consumer beliefs and behaviors, with other key findings from the report including:

• Children are struggling to be independent in a tech-forward era: 3 out of 4 children simply want to hang out together in person, but parents are increasingly cautious at the expense of their kids’ independence: 61 percent of children ages 8 to 12 have never made their own plans with a friend, 45 percent have never walked even one aisle away from their parents in a store and 71 percent have never used a sharp knife. Online is increasingly the only way children can find their own independence – 7 in 10 children stay up past bedtime on a tablet, phone, or game console, 1 in 3 have chatted with an AI bot, and 1 in 4 have messaged with a stranger online.
• Consumers are all online, but they aren’t happy to be there: Even though 92 percent of consumers use social media, 2/3 say social media makes them feel worse and more disconnected than before. 50 percent of consumers believe that social media pushes people apart and that the divide has gotten worse over the last decade, with 86 percent saying they argue online/on social media in ways they would never argue in-person. Lower income consumers are feeling even more frustrated.
• Trust in online information is at an all-time low: In the age of algorithms, 2/3 of consumers know that these formulas shape their views with 82 percent reporting that the media they see only reflects what they already believe.
• Algorithms rule our lives, and consumers know it: An overwhelming 86 percent of consumers feel they’re seeing more ads in feeds, often at the expense of posts from friends and family, and higher-income households in particular are most concerned that family is being replaced by ads.
• Technology is taking its toll on today’s consumer: 42 percent of consumers sometimes wish they had a “dumbphone” and interest in flip phones has skyrocketed 15,000 percent year-over-year. High income consumers, in particular, have grown weary of smartphones the fastest.
• Media is dividing us on current events, but all agree that there’s “something going on with those Epstein files:” The last unifying news event occurred 24 years ago on 9/11, and notable cultural moments that have occurred in the last five years show a widening divide:
  • The government’s COVID-19 response also showed a close split, with 57 percent believing that national intervention was a necessary step for public safety and 43 percent believing that the government overreached.
  • Eight years after #MeToo, gender still plays the largest role in perception of the movement as either a cultural awakening or a societal overreaction, which showed a 56 percent to 44 percent split respectively.
  • Recent ICE raids also have a strong split – 43 percent of all consumers believe raids are a necessary step for public safety, while 57 percent view them as an example of government overreach. The biggest factor, over race and culture, is geographical location, with those along the Southern border most likely to support ICE.
  • The only observed event that Americans are mostly unified on is believing that the Epstein files are a cover-up, with 78 percent agreeing and only 22 percent believing that there’s nothing in the files.
• Though 97 percent of consumers know what AI is, with 70 percent actually using AI, distrust remains high: Americans believe AI is ‘helpful’ and ‘time-saving’, but 3/4 don’t want it anywhere near their media and entertainment and 2/3 even believe that AI could one day go to war with humans. 2/3 of consumers fear job loss due to AI, with Gen Z and lower-income consumers most worried.
• In a complicated world, robots cannot replace human connection: The proximity of other humans makes 86 percent of people feel safer, and 9 in 10 say this trust cannot be replicated by AI. 95 percent of consumers say it feels good to know someone cares, and that technology will never touch the deep, meaningful relationships that 92 percent of people have.

This study offers an opportunity for marketers to better align with the evolving expectations of consumers. Because of the algorithmic feed consumers are immersed in, giving them escape hatches of human-made content is essential. By thoughtfully balancing precision targeting with live, broad-reach media experiences, brands can foster shared experiences that connect rather than divide. Integrating trusted, conversational channels alongside targeted media buys -- and amplifying authentic, human-led content -- can help campaigns resonate more deeply and drive meaningful engagement across audiences. In today’s dynamic landscape, empathy and “human intentionality” are key to building stronger, more unified connections.

“It’s important for us to remember, as marketers, that we’re in a very delicate position within a turbulent time, both in America and around the world,” said Bob Pittman, Chairman and CEO of iHeartMedia. “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. Sports, Radio, live media and human-led storytelling offer a rare sanctuary of trust, empathy and shared experience. Above all, we must continue listening to Americans more closely than ever before and focus on ways to foster real connection and amplify our collective humanity.”

The findings were presented by Lisa Coffey, Chief Business Officer and Lainie Fertick, President of Insights at iHeartMedia’s AudioCon 2025 today, October 15 at 5 p.m. in New York City at iHeartMedia’s HQ.

The “Human” Consumer Methodology:

This poll was conducted by Critical Mass Media between August 8 and August 13, 2025 among a national sample of 2,007 U.S. adults. The interviews were conducted online and the data was weighted to approximate a target sample of adults based on gender, age, race and region. Results from the full survey have a margin of error of +/-2 percentage points.

8–12-Year-Old Children Methodology:

The Harris Poll surveyed 522 kids between the ages of 8 and 12 in the United States in March 2025 to ask about their usage of technology, assuring them that their individual answers would remain private.

About iHeartMedia, Inc.

iHeartMedia, Inc. (Nasdaq: IHRT) is the leading audio media company in America, with nine out of ten Americans listening to iHeart broadcast radio in every month. iHeart’s broadcast radio assets alone have a larger audience in the U.S. than any other media outlet; twice the size of the next largest broadcast radio company; and over four times the ad-enabled audience of the largest digital only audio service. iHeart is the largest podcast publisher according to Podtrac, with more downloads than the next two podcast publishers combined, has the most recognizable live events across all genres of music, has the number one social footprint among audio players, with five times more followers than the next audio media brand, and is the only fully integrated audio ad tech solution across broadcast, streaming and podcasts. The company continues to leverage its strong audience connection and unparalleled consumer reach to build new platforms, products and services. Visit iHeartMedia.com for more company information.

Fonte: Business Wire