Podcast Consumer Summary

- Edison Research / Arbitron 2012

“Podcasts continue to be effective ways to reach affluent consumers who exhibit ad avoidance behaviours.”

90% of Podcast Consumers indicated that they had taken some kind of action as a result of podcast advertising or sponsorship

79% agreed that “when price and quality is equal,” they “prefer to buy products from companies that advertise on or sponsor” the podcasts they regularly enjoy.

67% don't mind sponsorship messages and occasionally find them useful, compared to only 6% positive sentiment expressed for television or commercial radio advertising.

- Edison Research / Arbitron 2012

Well Educated

Podcast Market Characteristics

Tech Savvy

Earn Above Average Income

Podcast Market Characteristics

Podcast Market Characteristics

Podcast Market Characteristics

Podcast Market Characteristics

54% of Podcast Consumers are Men

44% of Podcast consumers earn more than $75,000 a year, compared to 28% of the U.S Population aged 18+

13% of Podcast consumers earn more than $150,000 a year, compared to 7% of the U.S Population aged 18+

“Podcast consumers live on Facebook and YouTube.”

- Edison Research / Arbitron 2012

78% of Podcast consumers use Social Networking, compared to 56% of the U.S Population aged 12+

References

● The Podcast Consumer 2012

Edison Research / Arbitron

www.edisonresearch.com/the-podcast-consumer-2012

● The Infinite Dial 2014

Edison Research / Triton

www.edisonresearch.com/the-infinite-dial-2014

Podwords.com