Podcasts are trusted and have the ability to sway the opinions of America. Those are two of the findings of a new survey from Voxtopica, the Washington-based branded podcast agency that focuses its work on helping organizations create shows to support their viewpoints. The research also confirms what other surveys have shown — podcasting is a growing habit for many.
Nearly half (49%) of Voxtopica’s survey of registered voters 18 and older said they’ve listened to a podcast in the last week. That compares with 37% of the general public who said the same.
The research shows registered voters also heavy podcast consumers, listening to a podcast episode at least every weekday on average. It says a third (34%) of respondents reported they listen to five or more podcast episodes a week. Roughly four in ten say they listen to Comedy podcasts, with News shows a close second.
But it is how podcasting is perceived that Voxtopica says presents the real opportunity for organizations looking to sway the public. It says 85% of the voters surveyed said they trust what they hear on a podcast as a source for news and information. Just 15% don’t. That’s better than any other media source. Its biggest advantage is vs. social media, where 44% say they don’t trust what they read.
Voxtopica CEO Richard Fawal says in a blog post that registered voters who listen to podcasts also trust traditional media more than the general public of podcast listeners. “But for both cohorts, podcasts are seen as most trustworthy,” he says.
That trust has implications not only for advertisers looking to sell a product or service. Fawal says the data shows public affairs communicators can use podcasts to sway opinions. Votopica’s survey found 78% of registered voters said podcasts influence them to learn more about issues and topics in the news, and 63% said podcasts change their opinions on issues and topics in the news.
It is not just opinions that are swayed. Seven in ten voters surveyed said podcasts have influenced them to read a new book, watch a TV show or movie, or listen to a new podcast. And among registered voters who listened to three or more podcast shows in the last week, 40% have donated to a political cause or organization, and a quarter (23%) said they donated to a political campaign based on what they heard on a podcast.
“Public affairs communicators who aren’t integrating podcasting into their toolbox are missing an incredible opportunity to reach and influence registered voters,” Fawal says. “These content consumers are ready and willing to listen and respond to your messaging. You ignore them at your peril — particularly if the opposition takes advantage of the opportunity.
While they may be a politically focused bunch, the research shows 39% of registered voters say their top reason for listening to podcasts is to be entertained. Being informed about the issues comes second, with one-third saying that is their primary focus.
Most listeners also say they prefer nonpartisan content. Voxtopica says its survey of voters found six in ten “like” or “love” podcasts that focus on politics from neither side of the political spectrum. And 58% prefer it when an episode covers issues from both the right and left, vs. 20% who prefer it when a show focuses on just one side.
“It’s important to remember that podcast listeners expect and demand high-quality content, so simply churning out message-driven podcasts and podcast ads won’t get results,” Fawal says. “You have to meet the listeners where they live. They want interesting and entertaining shows that make them think and keep them engaged.”
Download Voxtopica’s full report HERE.