54% of listeners would consider buying from a brand advertised on podcasts

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 16, 2019, 7:10 AM UTC

An Edison Research surveyed podcast listeners in the US.

The study revealed that of the 54% of podcast listeners, 37% of them are “somewhat more likely” and 17% are “much more likely” to consider buying from the podcast’s sponsor. A sizeable 39% of the listeners are “neither likely nor unlikely” to consider buying.

51% of Americans over 12 years of age have listened to a podcast. 22% of the audience have consumed podcast content in the past week and 32% of listeners did so in the past month.

90% of the respondents consume podcasts at home and 70% of listeners do so while they are otherwise unoccupied. Such an audience would be “more susceptible” to ads on podcasts. This differentiates podcast advertising from other forms of web advertising, since the latter competes a lot more for the user’s attention.

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