MARKETING NEWS
Podcast listening growth continues: Mobile app usage up 60% since January 2018, study finds
Podcast mobile app usage has risen 60% since January 2018, and the sector’s growth is expected to continue as 45% of listeners said they plan on tuning into more podcasts in the future, according to a study conducted by Adobe Analytics.
Discovery and growth. The study, which combined survey information from 1,008 U.S. respondents and Comscore data comprised of 193 million monthly unique visitors to U.S. mobile apps (between January 2018 and May 2019), found that 41% of podcast discovery occurs through online sources such as blogs and articles.
The report also stated that 25% of current podcast listeners began listening to podcasts for the first time within the past six months. Nearly three-quarters (72%) of respondents perceive podcast quality to be on the rise, with just 6% under the impression that quality is decreasing.
Who, where, what. One-third of millennials said they listen to five or more podcasts per week, accounting for the largest demographic of listeners. Slightly more than half (52%) of respondents said they tune into podcasts while working or commuting and 42% said they listen in the car.
The four most popular genres were found to be
Ad effectiveness. The majority (60%) of listeners surveyed said they looked up a service or product after hearing it advertised on a podcast, and 25% reported that they ended up making the purchase.
On the flip side, 58% of respondents said they skipped podcast ads.
Why we should care. The podcast sector’s momentum increases the viability of podcast advertising to reach a growing audience. And, with more data available from platforms like Spotify or third parties such as Nielsen, advertisers have more targeting capabilities to help them get closer to the listeners that are most likely to be interested in their products or services.
About The Author
George Nguyen is an Associate Editor at Third Door Media. His background is in content marketing, journalism, and storytelling.
frolep rotrem
28/10/2020 at 12:43
Hey there! I know this is kinda off topic but I was wondering which blog platform are you using for this website? I’m getting fed up of WordPress because I’ve had problems with hackers and I’m looking at options for another platform. I would be awesome if you could point me in the direction of a good platform.
hair growth shampoo for men
31/10/2020 at 22:55
The next time I read a blog, I hope that it doesnt disappoint me as much as this one. I mean, I know it was my choice to read, but I actually thought youd have something interesting to say. All I hear is a bunch of whining about something that you could fix if you werent too busy looking for attention.
white sneakers for men
01/11/2020 at 02:34
Nice post. I learn something more challenging on different blogs everyday. It will always be stimulating to read content from other writers and practice a little something from their store. I’d prefer to use some with the content on my blog whether you don’t mind. Natually I’ll give you a link on your web blog. Thanks for sharing.