westwood one-2018年播客聽眾用戶研究報告（英文）

1、,Background,From highly personalized niche programs to brand extensions from major media networks, podcasting is where millions of media consumers are turning to for information, entertainment, and connection to the wo

2、rld. In fact, one out of four Americans has listened to a podcast in the past month, according to Edison Research’s annual Infinite Dial study.Advertisers are taking notice of this substantial audience, as more than tw

3、o-thirds of advertising media decision makers have discussed advertising in podcasts, according to a study from Advertiser Perceptions. Yet, very little research has been done on the advertising environment within podc

4、asts, including best practices for increasing listener engagement and brand impact.Westwood One commissioned a study of weekly podcast listeners and their perceptions about the advertisements that they hear within pod

5、casts. This study was created in conjunction with Maru/Matchbox and Vision Critical, a nationally recognized leader in consumer research.This study was fielded online using a nationally representative sample of 600 res

6、pondents who met thefollowing criteria:Adults over the age of 18All respondents spent at least one hour listening to podcasts within the past weekRespondents were not employed in the advertising, public relations, ma

7、rketing, market research, radio, television, digital, or podcasting industriesSurveys were conducted between July 16, 2018 and July 23, 2018,,W E S T W O O D,O N E ’ S,P O D C A S T,D O W N L O A D,–,F A L L,2 0 1 8,Ke

8、y findings,Women are catching up in the podcast environment. The heavy female podcast listener is a desirable target for advertisers.More podcast listeners are becoming heavy users of the medium. There is double digit

9、year over year growth among the heaviest podcast listeners.Time spent with podcasts is growing across the board.Smart speaker adoption for podcast listening is on the rise, especially among womenand Boomers.Podcast l

10、isteners say they listen to podcasts immediately after it is downloaded.Podcast listeners will accept between two and four ads per podcast, depending on the podcast’s length. Heavy podcast listeners are willing to hear

11、 more ads.Podcast ad exposure impacts purchase behavior and social media behavior greater among heavy podcast listenersPodcast listeners prefer multiple ad breaks for 60-minute podcasts. For shorter podcasts, listene

12、rs prefer just one break.Most podcast listeners prefer ads voiced by the show’s host over traditional ads, yetheavy podcast listeners are more accepting of pre-produced ads.,,,W E S T W O O D,O N E ’ S,P O D C A S T,D

13、O W N L O A D,–,F A L L,2 0 1 8,,,Podcasts – who’s listening?,Source: Edison Infinite Dial 2018, persons 12+,,Weekly,17% of America,,7% of America,,Heavy,hoursa week,6,+,,hoursa week,1,+,Podcast usage trends,,Heavy lis

14、tening is on the rise,,,,,28%,36%,36%,26%,31%,43%,Light listeners(under 3 hours/week),Medium listeners(3 to 5 hours/week),,,% of weekly podcast listenersJuly 2017July 2018,Source: Westwood One's Podcast Download

15、– Fall 2018, Westwood One, MARU/Vision Critical Nationwide Study, July 2017, July 2018Q: In the past week, approximately how many hours, if any, did you spend listening to podcasts?,+19%Heavy listeners(6+ ho

16、urs/week),How to read: In July 2017, heavy listeners to podcasts (those who listen 6 or more hours per week) accounted for 36% of all weekly podcast listeners, compared to 43% in July 2018; resulting in a lift of +19%.,

17、,Time spent with podcasts grew, especially amongGen X 35-49 and women,,,,,6.1,6.9,4.3,7.4,4.6,6.6,7.4,3.7,7.6,5.5,Total,Millennials (A18-34),Boomers (A50-64),Men,Women,,,Average weekly time spent with podcasts (hours)

18、July 2017July 2018,How to read: On average, Gen X 35-49 who are weekly podcast listeners spent 5.9 hours per week listening to podcasts in July 2017, compared to7.2 hours per week in July 2018; resulting in a lift of +

19、22%.,+8%,+7%,+22%7.25.9Gen X (A35-49),-14%,+3%,+20%,,Source: Westwood One's Podcast Download – Fall 2018, Westwood One, MARU/Vision Critical Nationwide Study, July 2017, July 2018Q: In the past week, approxi

20、mately how many hours, if any, did you spend listening to podcasts?,,Weekly podcast listeners skew male and Millennial,,,,,55%,Source: Westwood One's Podcast Download – Fall 2018, Westwood One, MARU/Vision Critical N

21、ationwide Study, July 2017, July 2018Q: In the past week, approximately how many hours, if any, did you spend listening to podcasts?,45%,51%,31%,14%,5%,Men,Women,Millennials (A18-34),Gen X (A35-49),Boomers (A50-64),Seni

22、ors (A65+),Audience composition (% of weekly podcast listeners 18+) – July 2018,How to read: 55% of weekly podcast listeners are men.,,Heavy podcast listeners tend to be younger, male, and upscale,Source: Westwood One

23、9;s Podcast Download – Fall 2018, Westwood One, MARU/Vision Critical Nationwide Study, July 2018Q: In the past week, approximately how many hours, if any, did you spend listening to podcasts?,Audience composition (% of

24、adults 18+) – July 2018,How to read: 64% of heavy podcast listeners are men.,,Female podcast listeners tend to be younger,upscale, and have families,Source: Westwood One's Podcast Download – Fall 2018, Westwood One,

25、 MARU/Vision Critical Nationwide Study, July 2018Q: In the past week, approximately how many hours, if any, did you spend listening to podcasts?,Audience composition (% of women 18+) – July 2018,How to read: 66% of heav

26、y female podcast listeners are Millennials 18-34.,,Male podcast listeners tend to be younger,upscale, and have families,Audience composition (% of men 18+) – July 2018,,How to read: 53% of heavy male podcast listeners a

27、re Millennials 18-34.,Source: Westwood One's Podcast Download – Fall 2018, Westwood One, MARU/Vision Critical Nationwide Study, July 2018Q: In the past week, approximately how many hours, if any, did you spend liste

28、ning to podcasts?,,Using smart speakers and internet-connected cars for podcast listening is on the rise,,Source: Westwood One's Podcast Download – Fall 2018, Westwood One, MARU/Vision Critical Nationwide Study, Jul

29、y 2017, July 2018Q: Which devices do you use to listen to podcasts?,How to read: In July 2017, 65% of heavy podcast listeners listen to podcasts on a laptop or notebook computer, compared to 64% in July 2017;resulting

30、in a decline of -2%.,Devices used to listen to podcasts,,Boomers and women are driving growth for smart speaker use among podcast listeners,Source: Westwood One's Podcast Download – Fall 2018, Westwood One, MARU/Vis

31、ion Critical Nationwide Study, July 2017, July 2018Q: Which devices do you use to listen to podcasts?,How to read: In July 2017, 39% of heavy podcast listeners listen to podcasts on a smart speaker, compared to 44% in J

32、uly 2017;resulting in a lift of +13%.,Devices used to listen to podcasts – % of weekly podcast listeners who answered “Smart Speaker”,Podcast content trends,,Business and kids/family focused podcast listeninggrew the m

33、ost in 2018,Q: Which types of podcasts do you like to listen to on a regular basis?,% of weekly podcast listeners who regularly listen to each podcast type,Source: Westwood One's Podcast Download – Fall 2018, Westwoo

34、d One, MARU/Vision Critical Nationwide Study, July 2017, July 2018,How to read: In July 2017, 51% of weekly podcast listeners regularly listened to comedy podcasts, compared to 57% in July 2018: resulting in a lift of +1

35、2%.,,Podcast content preference varies by demographic,Source: Westwood One's Podcast Download – Fall 2018, Westwood One, MARU/Vision Critical Nationwide Study, July 2018Q: Which types of podcasts do you like to list

36、en to on a regular basis?,% of weekly podcast listeners who regularly listen to each podcast type (July 2018),How to read: 64% of Millennials (Adults 18-34) regularly listen to comedy podcasts.,,Comedy and entertainment/

37、pop culture content resonatesmost with female podcast listeners,,,,,,,,,Source: Westwood One's Podcast Download – Fall 2018, Westwood One, MARU/Vision Critical Nationwide Study, July 2018Q: Which types of podcasts

38、do you like to listen to on a regular basis?,% of weekly female podcast listeners who regularly listen to each podcast type (July 2018),How to read: 52% of weekly female podcast listeners regularly listen to comedy podca

39、sts.,,Sports, technology, and business podcast listening differs the most between men and women,Source: Westwood One's Podcast Download – Fall 2018, Westwood One, MARU/Vision Critical Nationwide Study, July 2018Q:

40、Which types of podcasts do you like to listen to on a regular basis?,% of weekly podcast listeners who regularly listen to each podcast type,How to read: 61% of weekly male podcast listeners regularly listen to comedy po

41、dcasts. 52% of weekly female podcast listeners regularly li sten to comedypodcasts. Therefore, 9% more men regularly listen to comedy podcasts.,,Gen X 35-49 and women downloaded more podcasts in 2018,Source: Westwood O

42、ne's Podcast Download – Fall 2018, Westwood One, MARU/Vision Critical Nationwide Study, July 2017, July 2018 Q: Approximately how many podcasts have you listened to/downloaded in the past week?,Average number of pod

43、casts consumed, past week,How to read: In July 2017, Millennials (adults 18-34) who are weekly podcast listeners downloaded an average of 5.1 podcasts per week versus 5.4% in July 2018, resulting in a lift of +6%.,,Gen X

44、 35-49 and women listened to more podcasts in 2018,Source: Westwood One's Podcast Download – Fall 2018, Westwood One, MARU/Vision Critical Nationwide Study, July 2017, July 2018 Q: Approximately how many podcasts ha

45、ve you listened to/downloaded in the past week?,Average number of podcasts consumed, past week,How to read: In July 2017, Millennials (adults 18-34) who are weekly podcast listeners listened to an average of 6.1 podcasts

46、 per week, compared to 6.8 in July 2018;resulting in a lift of +19%.,,Podcast listeners listen to the podcast immediatelyafter downloading it,Methods of podcast listening among weekly podcast listeners – July 2018,,Ho

47、w to read: 46% of Millennials (adults 18-34) who are weekly podcast listeners listen to the podcast immediately after it is downloaded.,Source: Westwood One's Podcast Download – Fall 2018, Westwood One, MARU/Vision C

48、ritical Nationwide Study, July 2018 Q: Thinking about your favorite podcasts, which of the following describes how you listen?,,Social media and word of mouth drive new podcast discovery,How to read: 62% of men who are

49、weekly podcast listeners learn about new podcasts via social media.,Source: Westwood One's Podcast Download – Fall 2018, Westwood One, MARU/Vision Critical Nationwide Study, July 2018 Q: How do you find out about ne

50、w podcasts?,Methods of podcast discovery (by demographic – weekly listeners)(July 2018),Podcast ad trends,,,,,,,,,,,,,,,,,,Source: Advertiser Perceptions study of agencies and advertisers Involved in Digital / Mobile /

51、 Radio Advertising. Sample size: September 2015 310, July 2016 284, May 2017 316, May 2018 300.,Advertiser consideration and usage of podcast advertising soars,,,Podcast ad exposure drives greater purchase activity and

52、social media engagement among heavy listeners,Source: Westwood One's Podcast Download – Fall 2018, Westwood One, MARU/Vision Critical Nationwide Study, July 2018 Q: After hearing a product or service advertised in a

53、 podcast, which of the following have you ever done?,,,,,,,,62%,50%,41%,37%,35%,66%,58%,55%,57%,,,,+34%,Purchased the product orUsed a promotional code service at a store or onlinefrom the podcast atcheckout when p

54、urchasingthe product or service,Followed the product or service on social media,Talked to my friends/acquaintances about the product or service,Searched online for more information about the product or service,+16%

55、,Actions taken after hearing a product advertised in a podcast – July 2018Weekly podcast listenerHeavy podcast listener (6+ hours per week)+6%,+54%,+54%54%,How to read: 66% of heavy podcast listeners have searched o

56、nline for more information about a product or service that they have heard advertised during a podcast.,,Podcast listeners are comfortable hearing more ads,,,,2.3,2.8,3.8,2.9,3.3,4.0,,,July 2017July 2018,,,,,3.4,3.7,4.5

57、,4.3,4.5,4.8,15 minute podcast30 minute podcast60 minute podcast15 minute podcast30 minute podcast60 minute podcast,,,How to read: In July 2017, for a 60 minute podcast, weekly podcast listeners would consider an av

58、erage of 3.8 ads per podcast to be appropriate, compared to an average of 4.0 adsper podcast in July 2018, resulting in a lift of 5%.,Source: Westwood One's Podcast Download – Fall 2018, Westwood One, MARU/Vision C

59、ritical Nationwide Study, July 2017, July 2018 Q: How many ads would you consider to be appropriate for podcasts of the following lengths?,+26%,+18%,+5%,+26%,July 2017July 2018+22%,+7%,Average accepted ad occasions p

60、er podcast – by podcast lengthWeekly podcast listenersHeavy podcast listeners (6+ hours per week),,Gen X’s tolerance for ads mirrors the overall podcast audience; women are less tolerant,Source: Westwood One's Po

61、dcast Download – Fall 2018, Westwood One, MARU/Vision Critical Nationwide Study, July 2017, July 2018 Q: How many ads would you consider to be appropriate for podcasts of the following lengths?,How to read: For a 60 min

62、ute podcast, Millennials (adults 18-34) who are weekly podcast listeners would consider an average of 4.1 adsper podcast to be appropriate.,Accepted ad occasions per podcast (by demographic – weekly listeners),,Podcast

63、listeners are more receptive to podcast ads in 2018,Source: Westwood One's Podcast Download – Fall 2018, Westwood One, MARU/Vision Critical Nationwide Study, July 2017, July 2018 Q: Please indicate how much you agr

64、ee or disagree with the statements below:,How to read: In July 2017, 47% of weekly podcast listeners agree with the following statement: “Most of the ads that I hear on podcasts are engaging,”compared to 53% in July 201

65、8; resulting in a lift of +13%,% of weekly podcast listeners who answered “strongly agree” or “somewhat agree” to each statement,,Listeners prefer one break for shorter podcasts,multiple breaks for longer ones,Source: W

66、estwood One's Podcast Download – Fall 2018, Westwood One, MARU/Vision Critical Nationwide Study, July 2017, July 2018 Q: Assuming that your favorite podcast is 60/30/15 minutes long and has 6/3/3/ ads - how would yo

67、u prefer to hear these ads?,How to read: 66% of all weekly podcast listeners would prefer to hear all three ads within a 15 minute podcast in one break.,Preferred number of ad breaks by podcast length/number of ads among

68、 weekly podcast listeners (July 2018),,Preference for mid-roll ads grew in 2018,How to read: In July 2017, 71% of weekly podcast listeners agreed with the following statement regarding pre-roll ads: “It doesn't bothe