Bridge sorts its participants into four groups based on consumption volume:
- Heavy Users of Podcasts – 5 or more podcasts per week
- Occasional Users – 3-5 podcasts listened to per week
- Light Users – 1-2 podcasts per week
- Grazers – very light podcast sampling, 1-3 per month
Among the heavy users in August, 88% of still defined themselves as such in July 2017. On the other hand, only 29% of occasional listeners did not change their listening volume. 35% increased to heavy users and 28% shifted to light users.
Light podcast consumers mostly increased their consumption between the surveys. Only 20% stayed light users, and 12% shifted to grazers. The rest all increased to either occasional or heavy users. Grazers also mostly trended to more listening, with 45% upgrading to light users and 38% becoming occasional users. Transitions to heavy use and those who did not change had the same amount at 17%.
The surveys also asked about reactions to advertising across the different groups. Advertising recall was 67% among grazers and rose as consumption did to 84% among heavy users. Relatability of ads didn’t show quite the same direct correlation, but grazers were the lowest at 62% and heavy users were the highest at 80%.
