Podcasts Drive Sales And Branding: Study
An impressive 48% of listeners have purchased at least one product advertised in a podcast in the past year. And 76% can recall at least one advertised product, according to The Power of Podcasts, a study from Voices, conducted by Momentive.
In addition, 73% have listened to a podcast in the past 12 months. They listen for entertainment (62%), to stay up to date (54%) and to pass the time (48%).
Listeners devote the following number of hours per week to podcasts:
- 1-3 hours—47.80%
- 4-6 hours—23/65%
- 7-9 hours—13%
- 13-15 hours—3.21%
- 16+ hours—3.63%
Of those surveyed, 51.44% listen to one to three different podcasts per month, 29.65% take in four to six, 12.57 seven to nine and 6.25% 10+.
The content they prefer varies by gender and age.
The study found that 72% of sports/fitness listeners are male and that 66% of true crime fans are female. And 44% of those over age 60 like news and political podcasts.
However, comedy is the most popular podcast form, with 42% saying they are listeners.
Listeners also like engaging personalities—37% will return if they enjoy the host.
In addition, 62% of listeners follow their favorite host or shows on social media. Another 31% say they have discovered podcasts via social media.
Podcast fans also have advertising preferences: 34.63% prefer ads read by the podcast host and 21.37% those that are advertiser-produced ads. And 44% have no preference.
Momentive surveyed 1,183 U.S. consumers from July 12-14, 2023.
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