By Adam Fraser
I was proud to hit a podcast milestone this week as Episode 100 of my podcast “We’re Talking Social and Digital” with Jay Baer hit iTunes. Quite a journey all round, and I remain a passionate podcast listener as well as producer.
So I wasn’t surprised to see a leading industry report in the area of audio content trends, The Infinite Dial from Edison Research confirm that the growth in podcasting as a medium has continued in the past year.
Whilst the report is US centric (based on interviews with 2,000 Americans between Jan and Feb 2017), this is very often reflective (with a time lag) of consumer trends around the globe, and it is an extremely credible report which dates back as far as 1998.
The key trends from the report were:
- 81% of the population over the age of 12 now own a smart phone
- 58% have a subscription to a premium streaming TV service (Netflix, Hulu etc)
- 61% listened to online radio (radio online or streaming audio only available on the internet) in the last month
- The top 3 audio brands were Pandora, iHeartRadio and Spotify
- 81% of the population over the age of 12 are actively using social media
- The top 3 social media brands in terms of awareness are Facebook (95%), Twitter (90%) and Instagram (88%). Note Snapchat is growing rapidly hitting 82% this year v 71% last year
- Amongst 12-24 year olds Snapchat is the most popular social network
In terms of podcasting specifically:
- 60% were familiar with the term vs 55% a year ago
- 40% have listened to a podcast v 36% a year ago
- 24% had listened to a podcast in the last month v 21% a year ago
- 15% listen to a podcast weekly v 13% a year ago
- Weekly podcast listeners listen to an average of 5 podcasts per week
- 65% of podcast listeners use a mobile device (phone, tablet) to consume the audio
- 19% of car users have listened to a podcast while driving.
The report is packed with other interesting data insights and I recommend you have a browse.
The growth in podcasting reflects the on demand economy we know live in – consumers are putting together the precise audio content they desire, and listening on a device of their choice at a time that suits. It’s hard to argue this is not a superior product to scheduled, broadcast radio. With this product advantage tied to the potential upside from connected cars, I would expect podcasting’s growth to continue for some time.
By Adam Fraser
Quite an ambitious blog title…
It can be hard in the fast moving, hurly-burly of the tech, marketing and social media landscape to see the bigger trends. We inevitably get caught up in features and functions, campaigns and month to month incremental changes.
In the EchoJunction podcast, I intentionally go long form (45-60 min episodes) to try to dive deep on particular topics ranging from Blockchain to VR, IOT to the future of advertising and look at strategic developments in the landscape.
Two pieces of content I recently consumed are definitely worth checking out in the context of “seeing the wood for the trees” or “joining the dots”.
On his excellent weekly podcast, Mitch Joel chatted to Google’s resident Digital Marketing Evangelist Avinash Kaushik to dissect the intersection of marketing and analytics. Given the importance of Google in the digital landscape, hearing about their future direction and the importance of AI was fascinating.
Linked to this podcast, Avinash recommended a video by Benedict Evans – “Mobile is eating the world”. Looking at uber long term trends, Benedict looks at the mobile revolution (we have now hit 2.5bn smart phones!) then discusses the impact of Google, Apple, Facebook and Amazon moving from mobile first to AI first. He talks about the pending massive disruption in the retail industry together with changing dynamics in content, manufacturing, cars and much more.
If you can find a quiet couple of hours to put a wet towel on your head and think about where all of this is heading, I think you will find these two pieces of content highly thought provoking and worthwhile.
By Adam Fraser
Another year in the fast moving world of social media and digital marketing is coming to a close.
The pace of change is relentless. The social platforms are constantly changing and the media landscape continues to fragment and self disrupt at pace.
Blogging and podcasting weekly is challenging from a consistency and delivery point of view, but in this environment the topics to discuss are never in short supply.
A few blog posts and podcasts for you to review over the holiday season if you want to ponder the broader trends we have seen in 2016….
We saw Maccas in the USA dump their ad agency of decades and introduce a new incentive driven (and zero margin) business model for the incoming agency partner. Facebook continued to smash their results out the park, Twitter went sideways and LinkedIn got hoovered up by Microsoft. CMO spend on tech is now approaching that of the CIO, and podcasting continues to go from strength to strength. Vine is being sold off by Twitter and Blab and Google Hangouts shut down.
Podcast wise, I had so many great guests on it is hard to select a few highlights, but for variety if you missed any of these, you may want to check out global guests such as Robert Rose talking the state of advertising, Joe Pulizzi talking conferences and Scott Monty talking influencer marketing. Close to home, ex head of digital at Telstra Gerd Schenkel talked digital transformation, Clive Dickens talked the media landscape and Oliver Weidlich talking mobile user experience.
Finally I wanted to thank you for your interest in the EchoJunction blog and podcast. I hope you find it valuable and look forward to continue brining you both in 2017. Your attention and support is never taken for granted.
By Adam Fraser
A recent piece of research from Edison Research highlighted some interesting insights around the podcast market.
The 2016 Podcast Advertising Study is the latest piece in a series of research Edison have performed on the podcast sector. The trend in their reports shows a notable increase in interest from US consumers in podcasting.
There is a lot of information in the report, but the 5 stats which caught my eye were:
- For the first time a majority of Americans have heard of podcasting – 55% are now “aware of the term” versus 49% a year ago
- One in five Americans now listen to a podcast monthly (21%)
- Mobile is a key medium for podcasting – 71% now listen to podcasts on a mobile device versus only 42% 3 years ago
- Podcast listeners are more likely to follow brands on social media – 47% of podcast listeners do, versus 28% of general US consumers
- Podcast advertising influences brand preference – 65% of podcast listeners are more willing to consider products and services after they learn about them on podcasts.
Whilst the US often leads the globe in trends of this nature I would expect the broad pattern of increasing podcast adoption (albeit likely off a lower base) to be replicated in the Australian market.
In previous discussions Adam Fraser has provided excellent insight into how salespeople can leverage social media to improve their sales effectiveness. Since Adam is an expert on podcasting I asked him if he through podcasting was a tool from which salespeople could leverage value.
Podcasting was not a tool that I had used much so his answer was very enlightening to me.
Bottom line he convinced me that salespeople would benefit greatly by using podcasting in two ways; firstly as a consumer to learn during time they are commuting, exercising or walking the dog. Secondly, he suggested that salespeople could benefit greatly by producing their own podcasts for consumption by their target customers. I think you might his thoughts of value.
I encourage you to read or view the interview below to learn more. It’s contains some interesting thinking for sales leaders, management and salespeople.
For full story click here.
— Joshua Tanchel (@tanchel) June 9, 2016
— Scott Monty (@ScottMonty) June 6, 2016
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.