By Ruth Fitzsimons SVP International Operations & Content Partnerships at Audioboom
Podcasts are fast becoming the spoken-word choice for the younger people, enabling big brands and advertisers to target a thriving audience.
A survey of more than 8,000 listeners from by audioBoom and Edison Research revealed the average listener aged between 25 and 44 is listening to podcasts for an average of two hours a day.
The research also revealed that podcasts were drawing audiences away from traditional broadcasting with 68 per cent admitting they were listening to radio less as a result of listening to podcasts and 81% listening to podcasts via their smartphone.
These figures give us real insight into how listeners are increasingly turning away from radio and towards podcasting to get their audio content. This is a group who have grown up with smartphones and podcasting caters to the on-demand and on-the-move generation.
And, unlike traditional radio, our listeners see the benefit in downloading their own content and having the option to listen to it when and where they want to.
The figures also reveal how podcast advertising allows brands better engagement than traditional radio advertising with 63% of those surveyed saying they would pay more attention to a podcast advert compared to an advert broadcast on the radio.
Two thirds (60%) also said they had bought a product or service they had heard about on a podcast and nearly half (44%) said they were likely to tell friends or family about a product or company they had heard about on a podcast.
And an overwhelming 93 per cent said that when they downloaded a podcast, they listened to it all the way through.
Radio listeners tune in and then tune out, but these figures reveal podcasts listeners are a highly committed and engaged audience who give programmes their full attention.
Advertisers are increasingly looking towards on-demand spoken word platforms to reach younger audiences as well as being able to target the right demographics for brands.
AudioBoom is enjoying a period of huge growth, with podcast consumption doubling year-on-year, up 105 per cent from 2016.
This survey of 8,018 Audioboom podcast listeners was conducted in the US and UK in March 2017 by Edison Research.
To learn more about how your brand can benefit from podcast advertising contact advertising@audioboom.com.
