Podcasting Consumption On The Rise

A new Nielsen Scarborough has found that podcasting consumption is on the rise with the number of adults 18 and older listening to a podcast during the past month doubling over the previous five years.

But while anyone with a smartphone or a computer can become a podcaster, building a loyal audience is where the challenge begins. And with so many platforms vying for the attention of the consumer, selecting the right content is the key to success.

Nielsen Scarborough examined the lifestyles and behaviors of podcast listeners to identify the types of content that engaged these consumers and kept them coming back for more.

The study found

• Podcast listeners are equally male and female, with the majority (70%) being between the ages of 18-44. They are 39% more likely to be single, 44% more likely to be a college graduate and 33% more likely to be employed in a white collar occupation. With an average household income of $83,700, podcast listeners exceed the national average by about $12,000.
• Podcast listeners are particularly interested in investments and wealth management. More than 65% of podcast listeners have some type of investment, with nearly half participating in a 401K plan. In addition, podcast listeners are 25% more likely to have stocks, 105% more likely to engage in online investing/stock trading and 15% more likely to use a financial planner.  
• They are equally serious about giving back to their communities with three-quarters having contributed money to a cause during the past year. Their contributions focus on areas they are passionate about and where they can make an impact on society. These causes’ include education, social programs and arts and culture.

While it’s easy to think that podcast listeners are glued to their devices and desks, listening intently in perpetuity, the truth is that these consumers are quite active. The analysis found that podcast listeners are adventurous, and they love the great outdoors.

It comes as no surprise, then, that nutrition, weight loss and fitness will also appeal to the podcast listeners, as they are interested in being healthy and looking their best. Three out of five consider their health to be excellent/very good, and they actively work to maintain their health. Listeners are 48% more likely to belong to a gym and 36% more likely to follow a weight loss program.