A new report added to the volume of data around podcast listening and advertising. Audio on-demand network Wondery commissioned a study from comScore that found one in three podcast listeners expect to increase their podcast consumption in the next six months. That result follows on a similar increase in podcast consumption over the previous six months. In addition to that growth, the respondents reported feeling more connected, intelligent, and energized after listening to a podcast.
The study also examined listener responses to podcast advertisements. Two-thirds of podcast listeners have done research or made a purchase based on ads played in a podcast. The audio shows were also connected with the highest improvement in perception compared with all forms of ads on mobile devices. The respondents also said ads in podcasts were less intrusive than in other formats.
“Not only do podcasts over-index on reaching some of the most valuable and hardest-to-reach audiences, but they also put consumers in a mindset that’s favorable to ad receptivity,” said Andrew Lipsman, comScore’s vice president of marketing and insights. The listener demographic is more likely to have a college degree or higher education, earn a household income of more than $100,000, and be an early adopter of tech and culture.
The study included more than 2,000 respondents between the ages of 18 and 49.