The podcast consumer 2016

This paper relates key findings from the IAB-Edison Research Podcast Advertising Study in the US, which shows how nearly two-thirds of podcast listeners are more inclined to consider purchasing products & services they learn about during podcasts.
  • The survey of almost 1000 listeners found that 21% of respondents have listened to a podcast in the last month; 36% have listened to a podcast at least once.
  • Listeners report often taking action in direct response to hearing a sponsorship message or advertisement during a favourite podcast, including 45% visiting a sponsor's web site, 42% considering a product, and 37% gathering more information about a product or company.
  • Podcasts' leading value proposition is their convenience and flexibility, with 76% of respondents considering the ability to listen to programs 'whenever' they want very important; 71% found podcasts' portability...

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