27% of weekly podcast listeners discover new brands through podcast advertising

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 29, 2020, 8:48 AM UTC

Podcasts are particularly useful for reaching out to Millennial and Centennial consumers.

A Data & Marketing Association (DMA) report found that a third of UK consumers have used or are interested in using voice commands and while a similar proportion listens to a podcast regularly. 37% of British people listen to a podcast at least monthly, with 54% of those belonging to households with income more than £75 thousand.

The research highlighted that 27% of weekly podcast listeners believe that they discover a new brand through podcast advertising. Tim Bond, Head of Insight at the DMA, said that compelling narratives and engaging storytelling could help a brand get a dedicated audience.

People using voice commands has grown gradually, from 23% in 2015 to 38% in 2019.  The growth is being attributed to customer’s looking desire consolidate offline and online lives along with their devices.

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