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I’m Danny Ozment — marketing consultant, brand strategist, and podcast producer.

Podcast Listeners Will Buy What You Are Teaching and Selling

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If you are looking for new clients who are 25 – 54 years old, who are well-educated, and have money to invest in your services, products, or offers, then podcasting is a sure fire way to connect with them.

Consider these stats from the Edison Research 2017 Podcast Consumer and 2018 Infinite Dial Reports…

  • 48 million Americans listen to podcasts weekly
  • 32% of those listeners are 25 – 54 (with another 31% 12 – 24 and 15% above 55)
  • The average listener subscribes to 6 shows,
  • consumes 7 episodes per week and
  • 80% of listeners listen to more than half or all of each episode
  • 31% of weekly podcast listeners have a household income of $100k or more per year
  • 57% of podcast listeners have at least a 4 year college degree and 63% have full-time employment

We get even more interesting information about reactions to advertising in podcasts and buying tendencies.

Per reports from Edison Research and Nielsen in 2017…

  • 65 percent of listeners said podcast ads increase purchase intent (VERY IMPORTANT… it’s not a direct response… the repeated mention of a service or product by the trusted host is what drives the eventual purchase or conversion)
  • while another 45 percent said that they’re likely to visit an advertiser’s website after hearing an audio promo. Another 42 percent of listeners said they would consider a new product or service after hearing a plug for a brand,
  • while 37 percent use podcast ads to help research brands.
  • 57% of the podcast ads Nielsen tested outperformed the video pre-rolls for intent to purchase.
  • Almost 70% of respondents said that podcast ads increased the listeners’ brand awareness.

Reactions to podcast ads were generally positive among the respondents, with

  • 78% saying they don’t mind ads or sponsors because the listener knows they support the podcast.
  • 83% percent said show hosts are authentic and natural in reading the spots, and
  • 74% said sponsors were a good match for show content.
  • Additionally, the study revealed that 66% tuned into the audio shows to learn something new.

If you are using podcasts in your business, I’d love to hear your success stories and challenges.

Please comment below!

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