Consumer Attitudes on Podcast Advertising January 2010 Tom Webster - Vice President, Strategy and Marketing Edison Research
How The Survey Was Conducted: 4787 total interviews nationwide Participants were recruited from on-air promotions in podcasts by leading podcast aggregators including: NPR, RawVoice, Revision3 and Wizzard Interviews conducted 10/20 - 11/16, 2009 Data is weighted by age and sex according to national data from the 2009 Edison/Arbitron Internet & Multimedia Survey
Who Was Interviewed: (Age) Men 18-24 59% 25-34 22% 19% Under 18 13% 35-44 19% 55 or older 12% 45-54 Women 15% 41%
Who Was Interviewed: (Education) Some Graduate Credits 9% College Graduate Graduate Degree 24% 20% Refused 4% High School Graduate Some College 16% 27%
Who Was Interviewed: (2009 HH Income) $40,000-$59,999 $60,000-$74,999 12% 9% $25,000-$39,999 $75,000-$99,999 11% 12% Under $25,000 $100,000-$199,999 13% 15% $200,000 or above 4% Refused 24%
Section One: Media Consumption & Device Ownership
Nearly four-in-five regularly listen to audio podcasts each week "Do you regularly watch or listen to (medium) each week?" 79 Audio Podcasts 62 Cable Television 56 Network Television 55 Video Podcasts 52 Public Radio 46 Internet/Online Radio 43 Magazines 30 Commercial Radio 0 20 40 60 80 100 % saying "Yes"
Portable Device Ownership 86 Portable Audio Device 68 Portable Video Device 0 20 40 60 80 100 % owning device
MP3-Capable Mobile Phone Ownership "Do you own a mobile phone that is capable of playing digital audio or MP3 files?" 69 Total 75 Men 61 Women 65 Under age 18 74 Age 18-24 80 Age 25-34 70 Age 35-44 67 Age 45-54 50 Age 55+ 0 20 40 60 80 100 % saying "Yes"
Nearly half of those who own an MP3-capable mobile phone regularly listen to digital audio on the phone "Do you regularly listen to digital audio or MP3 files on your mobile phone?" 47 Total 49 Men 42 Women 39 Under age 18 44 Age 18-24 49 Age 25-34 52 Age 35-44 49 Age 45-54 47 Age 55+ 0 20 40 60 80 100 % saying "Yes" Base: Own an MP3-capable mobile phone
Video-Capable Mobile Phone Ownership "Do you own a mobile phone that is capable of playing digital video files?" 52 Total 60 Men 40 Women 46 Under age 18 54 Age 18-24 62 Age 25-34 54 Age 35-44 51 Age 45-54 37 Age 55+ 0 20 40 60 80 100 % saying "Yes"
Nearly two-in-five of those who own a video-capable mobile phone regularly watch video files on the phone "Do you regularly watch digital video files on your mobile phone?" 38 Total 39 Men 36 Women 30 Under age 18 36 Age 18-24 38 Age 25-34 44 Age 35-44 43 Age 45-54 33 Age 55+ 0 20 40 60 80 100 % saying "Yes" Base: Own a video-capable mobile phone
Mobile Phone Ownership 30 Apple iPhone 11 Blackberry 0 10 20 30 40 50 % owning device
Section Two: Podcast Consumption
Time-shifted watching/listening is the most important podcast feature "Think specifically about the audio and/or video podcasts you regularly enjoy. How important is each of the following to you?" Important Neutral Not Important (8-10) (4-7) (1- 3) Mean The ability to watch/listen to 88 11 2 9.1 programs whenever you want The ability to watch/listen to 77 19 4 8.6 programs wherever you want The ability to watch/listen to 76 20 3 unique content that you 8.4 cannot get elsewhere The ability to watch/listen to 73 23 4 programs on demand, the 8.3 instant you click them 0 20 40 60 80 100
Podcast Subscriptions "Approximately how many different podcasts/downloadable media shows do you subscribe to?" 25+ 20-24 15-19 10-14 5-9 1-4 None 13 6 8 19 27 23 4 Total 13 8 10 20 28 20 3 Men 14 4 5 18 25 28 7 Women 9 5 5 16 28 32 7 Under age 18 9 5 9 17 32 26 3 Age 18-24 14 7 9 19 27 22 3 Age 25-34 18 8 9 20 23 19 3 Age 35-44 18 6 6 22 28 19 2 Age 45-54 10 8 6 20 20 25 10 Age 55+ 0 20 40 60 80 100
Usage of iTunes for Podcasts "Do you ever use Apple iTunes to find and subscribe to audio or video podcasts?" 76 Total 72 Men 82 Women 80 Under age 18 70 Age 18-24 79 Age 25-34 80 Age 35-44 80 Age 45-54 70 Age 55+ 0 20 40 60 80 100 % saying "Yes"
More than one-third listen to ten or more different podcast shows per week "Approximately how many different podcast shows -- as opposed to episodes of the same show -- do you regularly watch or listen to each week?" 10+ 7-9 4-6 1-3 None 31 12 27 27 3 Total 37 14 28 20 1 Men 23 9 25 38 5 Women 23 9 27 40 2 Under age 18 26 13 30 31 1 Age 18-24 34 12 28 24 3 Age 25-34 38 13 25 23 1 Age 35-44 35 14 27 22 2 Age 45-54 31 12 23 27 8 Age 55+ 0 20 40 60 80 100
More than six-in-ten have been consuming podcasts for two years or more "Approximately how long have you been listening to or watching audio or video podcasts?" 4+ 6 months to Less than 2 years to 1 year to years < 1 year < 4 years < 2 years 6 months 22 44 21 8 6 Total 27 45 19 7 3 Men 15 42 24 10 9 Women 8 31 35 17 9 Under age 18 18 46 22 7 6 Age 18-24 24 49 19 5 4 Age 25-34 29 43 19 6 3 Age 35-44 21 44 23 6 6 Age 45-54 25 44 14 10 7 Age 55+ 0 20 40 60 80 100
Majority prefer advertisements over subscription fee "Think about the podcasts you watch or listen to regularly. What would be your preferred means to compensate those involved?" Prefer to listen to or watch advertisements within the audio or video podcasts 90% Prefer to pay a small subscription fee for advertising-free versions 10% of the podcasts
How much per month would you be willing to pay for a program that you regularly enjoy? One Ten or more Four to Nine Three Two dollar dollars dollars dollars dollars Mean 18 45 7 17 13 Total $5.76 13 48 8 16 14 $5.37 Men 25 40 5 19 10 $6.26 Women 31 18 7 19 26 $5.39 Under age 18 27 41 10 9 14 $5.70 Age 18-24 13 59 15 7 7 $5.34 Age 25-34 13 54 6 16 10 Age 35-44 $5.97 11 47 5 32 6 Age 45-54 $5.81 32 25 2 17 25 Age 55+ $5.84 0 20 40 60 80 100 Base: Would prefer to pay a small subscription fee
Section Three: Advertising/Sponsorship Attitudes & Behaviors
Advertising/Sponsorship Attitudes Summary "On a scale of 1-to-10, please indicate how much you like or dislike the advertising or sponsorship approaches you typically notice on (medium)." Like Neutral Dislike (8-10) (4-7) (1- 3) Mean 37 49 14 Video Podcasts 6.4 31 57 13 6.2 Audio Podcasts 23 66 12 5.9 Magazines 24 60 16 5.8 Public Radio 5.7 22 62 16 Internet/Online Radio 6 54 40 4.2 Network Television 6 53 41 4.1 Cable Television 3.9 6 47 48 Commercial Radio 0 20 40 60 80 100 Base: Regularly consume medium
Agree/Disagree Summary: The products and services you hear advertisements or sponsorships for on (medium) are ones you personally use or purchase Agree Disagree Agree Disagree Strongly Strongly 20 48 28 5 Video Podcasts 14 47 35 5 Audio Podcasts 7 56 31 6 Magazines 6 43 42 8 Public Radio 7 42 43 7 Internet/Online Radio 2 33 51 14 Network Television 2 30 54 14 Cable Television 2 22 56 20 Commercial Radio 0 20 40 60 80 100 Base: Regularly consume medium
Agree/Disagree Summary: The products and services you learn about on (medium) are generally relevant to your interests Agree Disagree Agree Disagree Strongly Strongly 26 49 22 3 Video Podcasts 22 53 22 3 Audio Podcasts 10 60 25 5 Magazines 14 52 29 6 Public Radio 13 51 30 6 Internet/Online Radio 2 29 52 17 Network Television 3 30 52 15 Cable Television 2 26 55 17 Commercial Radio 0 20 40 60 80 100 Base: Regularly consume medium
Agree/Disagree Summary: You are more willing to consider products and services after you learn about them on (medium) Agree Disagree Agree Disagree Strongly Strongly 25 51 21 3 Video Podcasts 20 54 22 4 Audio Podcasts 8 54 31 6 Magazines 18 51 25 5 Public Radio 12 50 33 5 Internet/Online Radio 3 33 49 15 Network Television 2 32 51 15 Cable Television 4 32 48 16 Commercial Radio 0 20 40 60 80 100 Base: Regularly consume medium
Agree/Disagree: When price and quality are equal, you prefer to buy products from companies that advertise on or sponsor the podcasts you regularly listen to or watch Agree Disagree Agree Disagree Strongly Strongly 25 54 18 2 Total 30 54 14 3 Men 19 54 25 2 Women 27 45 24 3 Under age 18 28 54 15 2 Age 18-24 30 54 14 2 Age 25-34 24 56 17 3 Age 35-44 22 54 23 1 Age 45-54 16 60 22 3 Age 55+ 0 20 40 60 80 100
Agree/Disagree: Your opinion of a company is more positive when you hear it mentioned on one of the podcasts you regularly listen to or watch Agree Disagree Agree Disagree Strongly Strongly 21 57 20 2 Total 24 59 15 2 Men 16 55 27 2 Women 24 51 22 2 Under age 18 24 58 16 2 Age 18-24 24 60 13 2 Age 25-34 20 57 21 2 Age 35-44 19 56 24 1 Age 45-54 13 60 25 3 Age 55+ 0 20 40 60 80 100
Recommend
More recommend
