By Adam Fraser
I am clearly not alone. New research from Edison Research from the USA confirms podcasting’s journey towards mainstream acceptance continues. 36% of Americans have listened to a podcast (compared to 25% 5 year’s ago) and 21% have done so in the past month (compared to 12% 5 years ago).
I am not aware of Australian specific stats but would guess trend is similar albeit the absolute percentages perhaps lower.
The “Infinite Dial’ report from Edison – based on telephone based market research with 2001 people – is well worth a browse as it contains some great stats across a range of digital areas. Some key nuggets were:
- 76% own a smartphone including a massive 93% of 12-24 year olds
- 60% own an internet connected TV and 51% have subscribed to a subscription streaming video service (eg Netflix, Hulu)
- Total media consumption has increased from an average of 7.2 hours in 2001 to 8.5 hours in 2016
- 57% have listened to online radio in the past month (79% of 12-24 year olds) whilst 21% do no own a radio in their house
- 37% have connected their internet radio to a car audio system in the past month
- Top audio brand awareness is with Pandora, Apple Music, iHeartRadio and Spotify
- 13% have listened to a podcast in the past week, listening to an average of 5 podcasts that week
- 64% of podcast consumers listen on a mobile appliance with 34% using a deskstop
- 78% currently use some form of social media
- Interestingly in social media brand awareness, Twitter (87%) follows Facebook (93%) ahead of Instagram (83%), Snapchat (71%) and Pinterest (63%)
- Re usage, Facebook leads across the total audience (64%) but Snapchat leads amongst 12-24 year olds (72%), compared to Facebook (68%) and Instagram (66%)
In a report packed with so many facts my 3 key take-aways were:
- Pandora leads by some distance in streaming audio
- Podcasts have hit the mainstream
- Teenagers are using Snapchat more than Facebook
A very useful report.