21% of Americans (and dropping) are active on Twitter. The same percentage (and rising rapidly) listens to podcasts monthly. Yet marketers spent only $34 million total on podcast advertising last year.
Here’s what you need to know to decide if podcasts should be part of your marketing mix.
- 57 million Americans listen to podcasts monthly, including 24% of 25-54 year olds.
- Monthly podcast engagement jumped 75% in the past 2 years, driven by Serial (the most popular podcast of all time that received tremendous media coverage), simplified listening technology and improved content.
- Listeners are richer and more educated than the national average. They are also more likely to be on social media and follow brands.
- Half of all weekly listeners spend more than 3 hours per week with podcasts.
- On average, users listen to 5 podcasts per week.
- Podcast listeners spend the biggest share of their total listening time (cleverly called “share of ear”) with podcasts. AM/FM radio comes in second.
- 71% prefer to listen to podcasts on portable devices, a dramatic increase since 2013.
- Home is the most popular listening location, followed by the car.
All data points to more consumers listening to more podcasts in the future.
Sources: Convince and Convert 2016, Edison Research 2016, Pew Research 2016, Social Media Examiner 2016
So please…You’re creative. That’s why you considered the name “Brandology.” Use those creative juices to come up with another name that’s not already trademarked. Even though it will take some time, it will be fun, happy time — a stunning contrast to the time you’ll spend with Brandon if you try to use “Brandology.” Really. (It’s probably a little tacky to mention, but if you want our help naming your business, that’s something we do too.)