By Adam Fraser
There is certainly no shortage of data, analysis and reporting into media and marketing trends globally but Australian specific data can be trickier to access (hence my appreciation for the annual social media report from Sensis which is Australian specific).
Accordingly, I was delighted to stumble across some quality Australian data into podcasting trends, just released by the ABC. The report unequivocally showed that more Australians are tuning into podcasting.
The second annual Podcast Research Survey from the ABC is a tremendous piece of research for anyone trying to deep dive into podcasting trends and habits in Australia.
Some of the key take-aways were:
- Podcast awareness is high in Australia, with 89% of Australians 18-75 claiming to be aware of podcasts.
- Just over half of Australians 18-75 claim to have tried listening to podcasts. This is highest among 25- 34s (76%) and lowest among 50-75s (40%).
- 16% of Australians have listened to a podcast in the last week, while 29% have listened to a podcast in the last month.
Other highlights were:
- A 56% increase in podcast listening compared to the prior year, with growth highest amongst females and 14-34 year olds.
- Weekly Podcast listeners are highly engaged, claiming to have listened to an average of six podcast episodes and four podcast series per week.
- The average time spent listening to a podcast episode is 48 minutes for weekly podcast listeners who commit beyond the first five minutes.
- The smartphone is increasingly the device most often used for listening to podcasts, at 62 per cent of podcast listeners.
- Whilst the home remains the most common location for podcast listening, the report showed seen year on year growth in podcast listening in a car/truck/taxi
As long time readers of this blog will know, I am massively bullish on podcasting and a passionate consumer (as well as producer) of podcasts. In my recent podcast with marketing professor Mark Ritson we discussed the importance of market orientation, and marketers not assuming ‘they are the audience’. This report, however, confirms that in this case I am not alone! Australians are jumping on board the podcast train in increasing numbers.
I wouldn’t expect this trend to disappear anytime soon. Thanks to the ABC for producing this important annual research.
By Adam Fraser
It was probably the single most important marketing (if not business) decision I have made. I had been a passionate podcast consumer for many years – it remains today my number one method for learning and staying abreast of current news and trends – but the plunge into podcast production was absolutely a leap into the dark. No media experience, no audio production experience, no interviewing experience….
Fast forward approximately two and a half years and I have just surpassed 120 podcast episodes. I have met and interviewed some incredible, inspirational and extremely knowledgeable people. Some of the brightest minds on the planet when it comes to all things social, digital and martech. I have learned a huge amount along the way with my audience.
So Why Write an eBook on Social and Digital?
The podcasts had thrown up so many astute and interesting points in relation to the strategic landscape of social media, digital marketing and marketing technology.
I kept thinking if I could blend all the insights from all episodes in one spot (metaphorically – no videos of iPhones being crushed here) – what were the key take outs? The headlines and must know points? The exec summary of 120 episodes of 45-50 mins each?
The seed of “Podcast Gems” was born. A “coffee table” style eBook. Key insights presented in a visually captivating way across a range of topics. Straight text podcast transcripts would be hard to digest for even the hardiest of social media analyst but cool pictures, infographics, break out quotes, bullet point summaries – sounds good!
Spoiled for Choice
When you have been lucky enough to have the who’s who of social media and marketing thought leaders on your podcast – how on earth do you pick 5 to base a book on?
Not easy. Not easy at all. A nice problem to have but still very difficult!
In the end, I plumped for expertise by theme to offer a breadth of insight across different social and digital topics, namely:
- Customer retention marketing – Joseph Jaffe, author of Flip and Funnel
- Marketing technology and a world of 5,000 marketing tools – Scott Brinker, author and writer at chiefmartec.com
- Influencer Marketing – Scott Monty, former head of social at Ford
- Social Media Landscape – Jay Baer, best-selling author and key note speaker
- Social Customer Service – Dan Gingiss, author of “Winning at Social Customer Care”
Why Read This Book?
- It looks incredible! Beautiful imagery, visually focused, digestible takeaway points.
- The deepest thinking and insight from genuine thought leaders and subject matter experts in the social media and digital marketing sectors.
- Punchy conclusions across a breadth of topics.
- A great way to understand current trends, key insights and best practice tips for the social media and digital marketing landscape in 2017.
Some Teaser Quotes
To whet your appetite, some examples of the great insights in the book from each of these leading thinkers:
“Twitter should be acquired by the United Nations.”
“You can’t use the absence of perfection to justify becoming a Luddite!”
“Facebook is the swiss army knife of tools.”
“Great content succeeds, mediocre content does not.”
“People complaining about your brand is not something to be scared of, it’s something to learn from.”
How Do I Get Podcast Gems?
I am glad you asked J.
Whilst perfectly readable on a phone, the best experience with the Flip Book digital format will be on your desktop or laptop.
Either way, the book can be downloaded via https://echojunction.com.au/ebook-3/
A Few Words of Thanks
I was really just the conductor here….
Huge thanks to the 5 wonderful podcast guests who collaborated on this project with me, and to the brilliant marketing team at BNY in Sydney who managed the design and production process.
I hope you find value in the book…
Kurt Sanders enjoyed the recent episode with Mark Ritson. Thank you for the listen and share, Kurt!