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Podcast Listening Habits Survey

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Podcast Listening Habits Survey

  1. 1. Executive Summary How long do you spend driving a car on a typical weekday? 120 minutes (2 hours) or more (9%), 1-29 minutes (30%), 30-59 minutes (34%). How long do you spend as a passenger in a car, bus, subway, plane, or other vehicle on a typical weekday? 120 minutes (2 hours) or more (6%), 1-29 minutes (30%), 30-59 minutes (16%). When it comes to learning how to do something new, what type of learner are you? Physical learner - preference for touch (46%), Visual learner - preference for seeing (44%), Auditory learner - preference for listening (10%). Do you more often watch online videos or listen to online videos while looking at something else? Watch online videos (74%), Listen to online videos while looking at something else (26%). How many podcasts do you subscribe to? 10+ (6%), 1-2 (39%), 3-5 (22%). How long have you been listening to your favorite podcast? 1 month or less (11%), 12 to 23 months (11%), 2 to 5 months (20%). Region South (38%), West (22%), Midwest (22%).
  2. 2. A nation of drivers, not passengers Sample Size: 1,000 (All Respondents)
  3. 3. How long do you spend driving a car on a typical weekday? Which of the following best describes your current employment status? Employe d full-time Employe d part- time Self- employed Not employed Homema ker Retired Student Not working/ currently on disability (%) (%) (%) (%) (%) (%) (%) (%) [No time + 1-29 minutes] ⇓ 29 47 41 ⇑ 68 51 ⇑ 59 44 ⇑ 64 No time ⇓ 4 12 20 ⇑ 43 17 10 ⇑ 27 ⇑ 29 1-29 minutes ⇓ 26 35 22 25 34 ⇑ 49 ⇓ 17 36 30-59 minutes ⇑ 39 32 32 ⇓ 20 28 32 33 31 60-119 minutes ⇑ 20 9 15 7 14 ⇓ 7 19 ⇓ 2 120 minutes (2 hours) or more ⇑ 12 13 12 5 7 ⇓ 1 4 2 [60-119 minutes + 120 minutes (2 hours) or more] ⇑ 32 21 27 12 20 ⇓ 8 23 ⇓ 5 Base n=443 n=103 n=41 n=56 n=88 n=157 n=52 n=42 Sample Size: 1,000 (All Respondents)
  4. 4. How long do you spend driving a car on a typical weekday? How long do you spend as a passenger in a car, bus, subway, plane, or other vehicle on a typical weekday? No time 1-29 minutes 30-59 minutes 60-119 minutes 120 minutes (2 hours) or more (%) (%) (%) (%) (%) [No time + 1-29 minutes] 45 ⇑ 54 ⇓ 28 ⇓ 27 ⇓ 23 No time 11 11 10 ⇑ 21 17 1-29 minutes 33 ⇑ 42 ⇓ 18 ⇓ 6 ⇓ 6 30-59 minutes 37 ⇓ 29 ⇑ 49 24 ⇓ 8 60-119 minutes 13 12 16 ⇑ 32 12 120 minutes (2 hours) or more ⇓ 5 ⇓ 6 7 ⇑ 16 ⇑ 56 [60-119 minutes + 120 minutes (2 hours) or more] ⇓ 19 ⇓ 18 23 ⇑ 48 ⇑ 69 Base n=420 n=304 n=166 n=62 n=48 Sample Size: 1,000 (All Respondents)
  5. 5. When it comes to learning how to do something new, what type of learner are you? Sample Size: 1,000 (All Respondents)
  6. 6. Do you more often watch online videos or listen to online videos while looking at something else? Sample Size: 1,000 (All Respondents)
  7. 7. How often do you read each of the following? Sample Size: 1,000 (All Respondents)
  8. 8. How often do you listen to each of the following? Sample Size: 1,000 (All Respondents)
  9. 9. How many podcasts do you subscribe to? Sample Size: 469 (47% of Respondents)
  10. 10. How long have you been listening to your favorite podcast? Sample Size: 469 (47% of Respondents)
  11. 11. How long have you been listening to your favorite podcast? How many podcasts do you subscribe to? None 1-2 3-5 6-9 10+ (%) (%) (%) (%) (%) [Do not have a favorite + 1 month or less] ⇑ 82 38 ⇓ 13 ⇓ 5 7 Do not have a favorite ⇑ 77 ⇓ 18 ⇓ 8 ⇓ 0 4 1 month or less ⇓ 4 ⇑ 20 6 5 4 2 to 5 months ⇓ 6 ⇑ 24 ⇑ 31 10 4 6 to 11 months ⇓ 5 12 17 ⇑ 31 15 12 to 23 months ⇓ 1 13 ⇑ 18 ⇑ 28 15 24 or more months ⇓ 6 ⇓ 12 21 26 59 [12 to 23 + 24 or more months] ⇓ 7 25 ⇑ 39 ⇑ 54 74 Base n=115 n=168 n=120 n=39 n=27 Sample Size: 469 (47% of Respondents)
  12. 12. What topics do you listen to on podcasts? - Top 10 Sample Size: 469 (47% of Respondents) Note: Respondents could select multiple options
  13. 13. What topics do you listen to on podcasts? Option Rank Response % Entertainment 1 39% News 2 27% Sports 3 26% Cooking 4 23% Movies 5 23% Exercising 6 22% Television 7 21% Hobbies 8 21% Books 9 19% Personal Improvement 10 18% Sample Size: 469 (47% of Respondents) Note: Respondents could select multiple options Option Rank Response % How To 11 15% Fashion 12 15% Arts & Crafts 13 13% Career Advancement 14 13% Blogging 15 13% Shopping 16 12% Vacationing 17 10% Religion 18 10% Other 19 12%
  14. 14. What topics do you listen to on podcasts? Which of the following groups describes your current age? 18-24 25-34 35-44 45-54 55-64 65+ (%) (%) (%) (%) (%) (%) Arts & Crafts 10 15 ⇑ 27 8 ⇓ 3 ⇓ 4 Blogging 7 16 ⇑ 21 14 8 ⇓ 2 Books 16 21 ⇑ 34 17 11 ⇓ 8 Career Advancement 15 16 ⇑ 24 11 5 8 Cooking ⇓ 13 21 ⇑ 35 24 14 18 Entertainment ⇑ 52 ⇑ 50 44 30 ⇓ 8 ⇓ 16 Exercising 15 25 27 19 22 14 Fashion 12 17 ⇑ 30 11 5 ⇓ 0 Hobbies 19 ⇑ 28 24 21 ⇓ 5 12 How To 9 14 18 19 5 22 Movies 16 24 ⇑ 30 25 11 12 News ⇓ 9 24 31 33 ⇑ 49 35 Personal Improvement 28 22 19 19 14 12 Religion 9 7 15 10 19 8 Shopping 10 12 ⇑ 21 8 5 4 Sports 24 30 29 25 14 24 Television 12 ⇑ 27 24 17 14 ⇓ 8 Vacationing 9 7 12 3 8 16 Other 13 12 ⇓ 8 11 19 ⇑ 22 Base n=67 n=122 n=131 n=63 n=37 n=49
  15. 15. What topics do you listen to on podcasts? Do you have any children 25 or younger living in your household? Yes No (%) (%) Arts & Crafts ⇑ 23 ⇓ 5 Blogging ⇑ 21 ⇓ 5 Books ⇑ 29 ⇓ 12 Career Advancement ⇑ 20 ⇓ 11 Cooking ⇑ 34 ⇓ 12 Entertainment 43 35 Exercising ⇑ 29 ⇓ 14 Fashion ⇑ 27 ⇓ 5 Hobbies ⇑ 26 ⇓ 15 How To 17 13 Movies ⇑ 27 ⇓ 17 News 28 29 Personal Improvement 21 18 Religion ⇑ 13 ⇓ 8 Shopping ⇑ 18 ⇓ 6 Sports 27 25 Television ⇑ 24 ⇓ 15 Vacationing 10 8 Other ⇓ 8 ⇑ 18 Base n=252 n=217
  16. 16. What topics do you listen to on podcasts? How many podcasts do you subscribe to? None 1-2 3-5 6-9 10+ (%) (%) (%) (%) (%) Arts & Crafts ⇓ 3 ⇓ 10 ⇑ 21 ⇑ 36 37 Blogging ⇓ 4 ⇓ 8 ⇑ 21 ⇑ 26 44 Books ⇓ 10 ⇓ 14 ⇑ 38 33 22 Career Advancement ⇓ 7 ⇓ 8 ⇑ 25 ⇑ 28 41 Cooking ⇓ 11 ⇓ 18 ⇑ 35 ⇑ 41 33 Entertainment ⇓ 26 ⇓ 33 ⇑ 53 ⇑ 59 44 Exercising 16 ⇓ 17 ⇑ 29 31 41 Fashion ⇓ 9 ⇓ 11 22 ⇑ 38 30 Hobbies ⇓ 9 17 ⇑ 31 31 41 How To 12 15 17 15 26 Movies ⇓ 12 18 28 ⇑ 46 37 News 26 26 29 33 41 Personal Improvement ⇓ 12 18 22 31 44 Religion 9 10 12 13 22 Shopping 9 10 14 21 22 Sports 21 ⇓ 21 29 ⇑ 51 33 Sample Size: 469 (47% of Respondents)
  17. 17. Where do you learn about new podcasts? - Top 10 Sample Size: 469 (47% of Respondents) Note: Respondents could select multiple options
  18. 18. Where do you learn about new podcasts? Option Rank Response % Friends and family 1 40% Social media 2 35% Internet searches 3 28% Email marketing 4 18% TV 5 17% Influencers 6 16% Magazines 7 14% Radio 8 14% Other podcasts 9 14% Blogs 10 13% Sample Size: 469 (47% of Respondents) Note: Respondents could select multiple options Option Rank Response % News feeds 11 12% Banner ads 12 12% News articles 13 12% Events, conferences, and tradeshows 14 12% Newsletters 15 6% Newspapers 16 4% Webinars 17 3% Other 18 1% None of the above 19 7%
  19. 19. Where do you learn about new podcasts? Do you have any children 25 or younger living in your household? Yes No (%) (%) Banner ads ⇑ 18 ⇓ 7 Blogs ⇑ 21 ⇓ 7 Email marketing ⇑ 25 ⇓ 12 Events, conferences, and tradeshows ⇑ 19 ⇓ 6 Friends and family ⇑ 48 ⇓ 35 Influencers ⇑ 23 ⇓ 12 Internet searches 32 27 Magazines ⇑ 22 ⇓ 7 News articles ⇑ 19 ⇓ 11 News feeds 15 10 Newsletters ⇑ 10 ⇓ 4 Newspapers 5 4 Other podcasts 13 18 Radio ⇑ 17 ⇓ 10 Social media 33 37 TV ⇑ 19 ⇓ 12 Webinars 5 2 Other ⇓ <1 ⇑ 3 None of the above ⇓ 4 ⇑ 10 Base n=252 n=217
  20. 20. Where do you learn about new podcasts? Which of the following groups describes your annual household income? Below $25,000 $25,000 - $34,999 $35,000 - $49,999 $50,000 - $74,999 $75,000 - $99,999 $100,000 - $149,999 $150,000 - $199,999 $200,000+ (%) (%) (%) (%) (%) (%) (%) (%) Banner ads 8 8 10 ⇓ 4 15 ⇑ 23 ⇑ 30 14 Blogs 15 5 12 10 12 ⇑ 23 ⇑ 27 23 Email marketing ⇓ 8 23 14 19 16 ⇑ 30 15 32 Events, conferences, and tradeshows 7 8 10 9 19 20 15 23 Friends and family 35 28 33 ⇑ 51 44 40 45 55 Influencers 13 10 14 16 24 ⇑ 28 6 18 Internet searches 23 23 29 30 32 37 33 27 Magazines 12 13 7 15 13 ⇑ 24 12 23 News articles 12 10 10 12 15 ⇑ 23 21 23 News feeds 15 3 7 10 8 ⇑ 23 15 18 Newsletters 11 3 2 3 5 11 9 14 Newspapers 8 0 2 3 7 4 3 14 Other podcasts 16 21 14 16 16 20 ⇓ 0 14 Radio 9 10 21 13 13 12 24 23 Social media ⇑ 47 28 36 34 35 35 21 32 TV 15 5 17 19 12 20 12 27 Webinars 3 3 2 3 4 6 0 14 Base n=75 n=39 n=42 n=101 n=75 n=82 n=33 n=22
  21. 21. Where do you learn about new podcasts? How many podcasts do you subscribe to? None 1-2 3-5 6-9 10+ (%) (%) (%) (%) (%) Banner ads ⇓ 6 ⇓ 8 17 ⇑ 36 22 Blogs ⇓ 6 ⇓ 10 ⇑ 24 21 37 Email marketing ⇓ 10 15 23 31 44 Events, conferences, and tradeshows ⇓ 4 ⇓ 8 ⇑ 22 21 26 Friends and family 36 40 48 44 48 Influencers ⇓ 5 14 ⇑ 25 ⇑ 41 30 Internet searches 24 27 32 ⇑ 46 30 Magazines ⇓ 9 12 ⇑ 22 18 26 News articles 14 ⇓ 7 ⇑ 21 ⇑ 31 26 News feeds 8 ⇓ 8 16 ⇑ 28 22 Newsletters 6 ⇓ 4 10 8 15 Newspapers 5 ⇓ 1 6 5 19 Other podcasts ⇓ 8 11 18 ⇑ 31 41 Radio 11 13 14 18 26 Social media 28 39 32 38 52 Sample Size: 469 (47% of Respondents)
  22. 22. Response Information This online survey had 1,000 respondents. It was fielded from February 18 to 19, 2019. The results presented in this report were weighted to be representative of the overall population by the following variables: • What is your gender? • Which of the following groups describes your current age? • Are you of Hispanic, Spanish or Latino descent? • Which of the following best describes your ethnicity? • What is the highest degree or level of school you have completed? • Region
  23. 23. Crosstab Methodology Crosstab Table Notes: • Rather than compare subgroups to other subgroups individually, we compare each subgroup to the aggregate of all other subgroups. • This is easier to present and visualize than column comparisons and differentiates at the low end as well as the high end. • Since this approach uses the entire sample, rather than a subsample consisting of two subgroups, it provides greater statistical power and reduces the chance that differences are false discoveries. • A statistically significant difference is one that cannot be attributed to chance at a 95% confidence level: 19 times out of 20 the differences would exist in the target population. • If the difference is higher at a statistically significant level, the cell is marked with the up-arrow symbol ⇑. If it is lower, the down-arrow symbol ⇓ is used. • Columns with fewer than 30 responses (i.e. degrees of freedom) are ignored for statistical significance comparisons. • Crosstabs show only unweighted results. • To fit onto a single slide, some crosstabs have had columns without differences omitted. See the spreadsheet for the full crosstabs.
  24. 24. Researchscape International Researchscape International is a market-research consultancy specializing in custom surveys. For questions about this or other research, please contact us at +1-888-983-1675 x1 or visit our website, http://www.researchscape.com/.

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