Knight Foundation and Edison Research suggests that active podcast listeners are hyper loyal and put more trust into their sources for news and entertainment.
News papers still remain the most "trustworthy" followed by podcasts and then at the lower end of the spectrum, social media and cable news. No surprise there.
Research shows that the super listeners prefer quality over quantity and tend to trust longer stories over the shorter segments.
38% of people 18 - 24 listen to 10 hours or more of podcasts a week
43% of people 25 - 34 listen to 10 hours or more of podcasts a week
69% of people listen to podcasts outside of their home, usually during an activity like running or riding the bus.
84% of those people listen to podcasts on their mobile phone.
Research also show that super listeners tend to talk about their favorite podcasts at length with friends and family. We all have that friend who is always on the cutting edge of entertainment right?
And that's where the top stat comes from. At least 96% of super listeners have recommended podcasts to friends and word of mouth was the primary way many of these shows have grown.
What does all this mean for marketers?
The average listener has to hear a brand mentioned on a podcast about 25 to 30 times before they check out the product or service, but 75 percent of listeners do end up taking an action after all.
Developing a loyal fan base won't be easy and according to these stats, you might have to drop 30 episodes before you get one person to take action. But, the opportunity is still huge. Just like with live video, podcasts give you the ability to connect with your fans on a deeper level. Once you build the trust and solidify your connection, marketing becomes easier.
So, when are you starting your podcast?
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