Quick summary: Fresh survey data reveals that the average individual loses 41 minutes each month listening to hold music, generating a collective 2.8 billion hours of annual wait time that actively induces cognitive fatigue and stress responses associated with a loss of control. Psychological analysis demonstrates that fragmented concentration and split attention during these delays intensify feelings of helplessness, though broadcasting nostalgic throwbacks by universally familiar artists like Elton John helps establish emotional safety and lowers consumer frustration by up to 60%. These behavioral findings carry vital importance for public policy and mental health, illustrating how corporate audio choices serve as a critical tool to mitigate chronic daily micro stressors and protect population well being within increasingly automated consumer landscapes.
As Mental Health Awareness Month continues, fresh national survey data highlights an everyday frustration that millions endure: time spent on hold. The average American spends 41 minutes listening to hold music each month, adding up to nearly 26 days over a lifetime, and 2.8 billion hours annually across the US.
Mental health experts warn that the psychological effects of being placed on hold are frequently underestimated. The uncertainty and lack of control can trigger stress responses similar to those experienced in traffic jams or travel delays.
Licensed mental health counsellor Matt Grammer, founder of Therapy Trainings, explains that the experience activates specific brain responses. “The brain naturally seeks some form of control and predictability,” says Grammer. “If updates and expectations are not made clear when people are put on hold, it can create stress responses associated with loss of control, anticipation, and helplessness. Short periods of this uncertainty can increase frustration and mentally drain individuals.”
Grammer notes that hold times are particularly disruptive because they interrupt focus while requiring ongoing mental engagement. “There’s a cumulative effect,” he explains. “Concentration becomes fragmented, cognitive fatigue increases, and stress responses intensify because attention is constantly split between the task at hand and waiting for the interruption to end.”
The impact extends beyond individual stress to influence how callers view businesses. The research, commissioned by Answering Service Care, found that 63% of Americans say hold music directly influences how they perceive a brand, rising to 76% among adults aged 35–44. Notably, 5% say they have formed a negative opinion of a company purely because of its hold music.
“Waiting makes people less trusting and even more irritated, and they think that a company is wasting their time, too,” Grammer adds. He further emphasises the power of sound: “Sound creates a deeper connection with the consumer than any other medium, as the brain prioritises sound as an important source of information. Sounds that are unpleasant in a frustrating environment create negative perceptions of a brand. The less a consumer remembers about the details of the interaction, the more they remember the feelings associated with it. Repeated sounds of an enjoyable genre become irritating.”
Nostalgic music offers the most relief
Familiar songs appear to ease stress. The survey identified throwbacks as the most popular hold music choice, with respondents reporting that familiar tracks create a sense of calm and comfort.
“Predictability and emotional familiarity are at the core of nostalgia,” says Grammer. “Familiar songs can create a sense of emotional safety because they remind listeners of positive memories and experiences. The brain processes familiar and predictable stimuli more easily, especially in stressful situations.”
When asked which artists made them feel calmest while waiting, respondents ranked
- Elton John (60%)
- The Beatles (59%)
- Queen (49%)
- Ed Sheeran (47%)
- Coldplay (41%)
In contrast, the artists most likely to frustrate callers were
- Taylor Swift (11%)
- Beyoncé (10.4%)
- Snoop Dogg (10.3%)
- Lizzo (9.6%)
- Drake (9%)
For companies, hold music forms an integral part of brand strategy. Logan Shooster, at Answering Service Care, notes the practical effects: “Hold music can have a real impact on whether the caller will stay on the line or not. Our survey shows that the right soundtrack can calm and reassure callers, while the wrong one may add to their frustration, especially if it is overplayed or polarising. With 8% saying they would rather have silence, and the majority agreeing that nostalgic throwbacks are the most pleasant to listen to.”
Experts recommend selecting music that aligns with audience preferences while ensuring proper licensing for commercial use.
The findings arrive amid growing awareness of how small daily stressors contribute to overall mental health burdens. As calls to customer service remain common, thoughtful audio selections offer businesses a simple opportunity to reduce frustration and support caller well-being, one hold at a time.