Our lives are full of distractions that keep us from being good listeners. There is always a text to reply to or social media to check that prevents us from being good listeners. Listening is key to connecting with others and learning from others – both in our personal and professional lives. While we are all taught to talk in our early years, the art of listening is not often taught.

Research has found that consumers tend to wildly overestimate how good they are at listening. Very few consumers are truly effective listeners. In a study, only 17 percent of viewers who had just watched and listened to the news could remember the content.  

At Branded, we were curious if our users think they are good listeners and if they are prone to overestimating their listening skills. We conducted a poll on August 10, 2018 asking users what they think of their listening skills and 16,413 users responded.

Overall, our poll found that our users are prone to overestimating their listening abilities. About 70 percent of users said they are always good listeners and 25 percent said they are sometimes good listeners. While only 5 percent of users said they are not good listeners. 

Our research found that older users are more likely than younger consumers to say that are always good listeners. Approximately 73 percent of Silent Generation (age 70+) and 72 percent of Baby Boomers (age 51-69) say they are always good listeners, compared to 69 percent of Gen X (age 39-50), 68 percent of Millennials (age 22-38) and 67 percent of Gen Z (age 13-21).

% Who Say They Are Always a Good Listener by Generation

 

We also evaluated the results of our poll by gender. We found that women are more likely than men to say they are good listeners. Approximately 71 percent of women say they are always good listeners, compared to 68 percent of men.