If there is one tool that seems to be making great strides with regard to marketing results, it is the podcast. The proliferation of the podcast as a broadcast and marketing medium over the last few years has been astounding. The data and the numbers don’t tend to lie. There has been some research released by Edison and The Infinite Dial that just may convince you that it’s time to take your business to the next level and start making a podcast a regular part of your overall marketing strategy. The following was taken directly from Edison’s results:
- More than one-third of Americans age 12 and over (104 Million) are consuming podcasts regularly, up significantly from 2019.
- Seventy-five percent of Americans age 12+ (approximately 212 million people) are now familiar with podcasting, up from 70% in 2019, and 37% (104 million) listen monthly, up from 32% in 2019.
- “Podcasts now reach over 100 million Americans every month,” said Tom Webster, SVP of Edison Research, “and are attracting an increasingly diverse audience. Also, with 62% of Americans now saying they have used some kind of voice assistance technology, audio is becoming a bigger part of our everyday lives.”
- In addition, the Infinite Dial® also found that 62% of those in the U.S. age 12+ use voice-operated assistants, and 45% of those in the U.S. age 12+ have listened to audio in a car through a cell phone. This year’s study also continues the legacy of measuring developing technologies, with the finding that 18% of Americans age 18+ own a car with an in-dash information and entertainment system.
- Growth in smart speaker ownership as a result of multiple devices in households. In 2020, smart speaker households owned an average of 2.2 of the devices, up from an average of 1.7 just two years ago.
- Fully thirty-nine percent of men and 36% of women age 12+ in the U.S. are monthly podcast listeners, which is more balanced than the 36% of men and 29% of women who were monthly listeners in the 2019 study.
- Thirty-two percent of those in the U.S. age 12-34 use Facebook most often, down from 58% five years ago. Twenty-seven percent of those in the U.S. age 12-34 use Instagram most often, up from 15% five years ago.
-Written by Kevin Sawyer
