Podcast Consumer Summary
- Edison Research / Arbitron 2012
“Podcasts continue to be effective ways to reach affluent consumers who exhibit ad avoidance behaviours.”
90% of Podcast Consumers indicated that they had taken some kind of action as a result of podcast advertising or sponsorship
79% agreed that “when price and quality is equal,” they “prefer to buy products from companies that advertise on or sponsor” the podcasts they regularly enjoy.
67% don't mind sponsorship messages and occasionally find them useful, compared to only 6% positive sentiment expressed for television or commercial radio advertising.
- Edison Research / Arbitron 2012
Well Educated
Podcast Market Characteristics
Tech Savvy
Earn Above Average Income
Podcast Market Characteristics
Podcast Market Characteristics
Podcast Market Characteristics
Podcast Market Characteristics
54% of Podcast Consumers are Men
44% of Podcast consumers earn more than $75,000 a year, compared to 28% of the U.S Population aged 18+
13% of Podcast consumers earn more than $150,000 a year, compared to 7% of the U.S Population aged 18+
“Podcast consumers live on Facebook and YouTube.”
- Edison Research / Arbitron 2012
78% of Podcast consumers use Social Networking, compared to 56% of the U.S Population aged 12+
References
● The Podcast Consumer 2012
Edison Research / Arbitron
www.edisonresearch.com/the-podcast-consumer-2012
● The Infinite Dial 2014
Edison Research / Triton
www.edisonresearch.com/the-infinite-dial-2014
Podwords.com