Westwood One releases 2018 Podcast user research report: 43% of listeners spend at least 6 hours listening to programs every week
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In our article “2019 Digital Marketing Forecast”, we mentioned that video is an easy-to-interactive form of communication on the Internet. In addition to live broadcasts, podcasts are also a noteworthy type of audio-visual content.
Podcast is a [digital media](https://zh.wikipedia.or g/wiki/%E6%95%B8%E7%A2%BC%E5%AA%92%E9%AB%94), refers to a series of [information](https://zh.wikipedia.org/wiki/%E6%95% B8%E7%A2%BC%E9%9F%B3%E8%A8%8A), Video, [Electronic Radio] (https://zh.wikipedia.org/w/index.php?title=%E9%9B%BB%E5%AD%90%E9%9B%BB%E5%8F%B0&action=edit &redlink=1) or text file in list format via Internet is released, and then the listener passes [electronic device](https://zh.w ikipedia.org/wiki/%E9%9B%BB%E5%AD%90%E8%A3%9D%E7%BD%AE) Subscribe to this list to [Download](https://zh.wikipedia.org/w iki/%E4%B8%8B%E8%BC%89) or streaming to receive the content.
Research background and methods
In the summer of 2018, Westwood One was commissioned to conduct a study about weekly podcast listeners, while also surveying listeners’ views on advertising in podcasts. This research was co-created with Maru/Matchbox and Vision Critical, a well-known consumer research leader in the United States.
This study was conducted between July 16 and July 23, 2018. It conducted an online survey among 600 adults over the age of 18 in the United States. All respondents had spent at least one hour listening to podcasts in the past week. At the same time, this group of people was not employed in the advertising, public relations, marketing, market research, radio, television, digital or podcast industries to ensure impartiality.
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Key data discovery
According to the report released by Westwood One, it is not difficult to see several interesting data:
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The growth of female listeners exceeds that of men in many aspects, including spending more time listening and downloading each week than men.
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Heavy female listeners are generally young, have high socioeconomic status, and are mostly married. Many female listeners are also loyal fans of pop culture and comedy programs.
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43% of listeners can be classified as heavy listeners, spending at least 6 hours per week listening, an increase of 19% over last year.
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70% of listeners have discussed podcast advertising with colleagues, and 36% said they are likely to advertise in the next six months.
Changing audience attitudes toward advertising
In addition to the growth of female listeners worth looking forward to, there are also some surprising findings in the survey report of Westwood One regarding podcast advertising.
Respondents said that it is acceptable to insert four ads into every 60 minutes of podcasts. This number is higher than last year’s 3.8 ads, which also shows that people’s acceptance of audio-visual ads is gradually increasing. In terms of numbers, it’s not a huge change, but it’s significant for shorter podcasts.
For example, listeners this year can tolerate 3.3 ads per half-hour of podcasts, an 18% increase from last year’s 2.8 ad tolerance. For a 15-minute podcast, listeners were satisfied with 2.9 ads, also better than last year’s response.
And attitudes toward podcast advertising are more positive than last year!
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53% of listeners find most ads played on podcasts to be engaging, up from 47% last year.
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52% of respondents believe that most of the ads they hear are relevant, up from 45% last year.
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53% said they like most ads they hear on podcasts, also up from 44% last year.
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49% of respondents said they go out of their way to support brands that run ads on their favorite podcasts, up from 40% last year.
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Heavy listeners are the most likely to purchase advertised products, with 57% saying they have done so. Looking at all respondents, 37% of listeners expressed their willingness to purchase advertising products, indicating that there is still room for improvement.
If you’re interested in reading the full “Westwood One’s Podcast Download – Fall 2018” report, you can click here to fill in the form to download Oh!
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