Edison Research and The Association For Downloadable Media (ADM) have released a study looking at consumers’ latest attitudes on podcasting, and their openness to advertising within podcasts.
Respondents to the online study indicated that although they are increasingly turning away from some mass media platforms and advertising approaches, they are receptive to advertising and sponsorship messages in downloadable media.
Respondents showed a significant tendency to consume podcasts on their mobile phones, highlighting the importance of the channel as a truly portable medium.
Edison Research VP Tom Webster commented, “A podcast advertising buy is not a redundant media buy for advertisers and marketers. These are attractive, affluent consumers that mass media is losing.”
Other important findings:
-Ninety percent of respondents indicated that they had taken some kind of action as a result of podcast advertising or sponsorship, and over 40 percent reported purchasing behaviors indicating responsiveness to the right messages.
-Podcasts and downloadable media provide valuable and effective options to reaching the otherwise unreachable.
-An online or offline audio or video buy that does not include a podcasting component will miss a very attractive advertising target.
-Men surveyed were slightly more likely to subscribe to a larger number of podcasts than women.
-Those surveyed between ages 35-44 and ages 45-54 were also more likely to listen to larger numbers of podcasts.
-When asked if advertising within podcasts had affected their behavior, 71 percent said they’d visited a sponsor’s website, while 62 percent said they’d considered that new product or service. Also, 60 percent said they researched more information about the advertiser.
-40 percent said they’d purchased a product advertised
– Nearly 80 percent of podcast consumers surveyed agreed that “when price and quality is equal,” they “prefer to buy products from companies that advertise on or sponsor” the podcasts they regularly enjoy.
– 78 percent agreed (and 21 percent agreed strongly) that their opinion of a company is more positive when they hear it mentioned in one of the podcasts they regularly enjoy.
-72 percent of respondents were at least somewhat receptive to sponsorship messages in the podcasts they regularly enjoy, with five percent indicating that they are generally “interested in them and/or often find them useful.
-1 in 4 Americans have ever listened to a podcast, and 1 in 10 are at least monthly consumers of podcasts,
Complete study results here.
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