Podcasts account for one-fifth of all time spent with ad-supported audio, according to Edison Research’s Share Of Ear. And those hours spent with the medium could be considered as focused time: 45% listen at home and 36% listen while in transit or commuting. Moreover, 91% listen to podcasts alone.
Now there is new research showing the extent to which listeners learn about new brands and products from podcasts. Overall, 46% of podcast listeners say they have learned about a new brand or product, and an additional 23% made a purchase of that product, based on an ad or sponsorship, according to the Cognitive Sciences’ team at AnalyticsIQ.
MediaPost has the results of the research. It shows the most popular products purchased from podcast ads were Food and Beverage (46%), Health & Wellness (40%), and Beauty products (26%).
MediaPost reports the AnalyticsIQ researchers set out to analyze current behavior around podcasts and purchasing. The data came from a large, random sample of the U.S. population that was surveyed online. Participants were compensated for their time and informed about the purpose of the study.
Respondents were asked to provide demographic information and answered a series of questions regarding their podcast listening behavior, including genres, frequency, and format of podcasts, as well as podcast purchasing behavior.
AnalyticsIQ provides marketing data and predictive analytics. The company says it aims to “fuel better outcomes for all by creating reliable and predictive people-based data by blending cognitive psychology with data science.”
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