Her Voice Blog

    The Most Influential Consumers are on a Platform You Didn’t Expect

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    Nearly one in 10 adults have downloaded a podcast in the last 30 days, according to GfK MRI's Survey of the American Consumer. About one in 10 people (21 million total) may not seem like a significant amount, but the demographics of these listeners are impressive.

    The survey categorizes a participant as an “influential” based on their engagement in community affairs – they must be involved in three or more public activities. These range from running for political office to sitting on an organization’s board. A whopping 20 percent of podcast listeners are considered influential – nearly three times more than the percentage of infuentials in the total adult population (seven percent). Influentials are considered valuable to marketers because they are a reliable, respected source able to voice their opinions to a greater audience.

    Besides their respectful significance in the community, these users have other characteristics that fall well above the national average:

    They’re active online – Seventy percent of podcast listeners use their mobile devices as a source of entertainment. This percentage has also visited a newspaper site and a magazine site in the last 30 days. They’re social media savvy and quick to share their opinions of a certain product or event. Sixty-eight percent enjoy watching and sharing video clips on their phones.

    They’re young – Millennials make up a large portion of the podcast demographic – 45 percent are between the ages of 18 and 34.

    They’re educated and up on current affairs – Approximately 53 percent of listeners are college graduates. They also stay educated on current events. About 30 percent regularly visit sites like nytimes.com and huffingtonpost.com.

    They’re successful – An average of 45 percent of podcast users have managerial/professional occupations. Their opinion is often respected. This is 85 percent higher than the average U.S. adult population’s professions.

    Podcasts allow the opportunity to create a greater understanding of the topic due to the volume of information that can be provided. While podcasts don’t have as large of a reach as Instagram or Facebook, their audience suggests quality over quantity. Podcasts listeners are a smaller, more targetable audience who are, most importantly, influential.

    Her Voice

    The Fletcher Blog

    This is Her Voice, the Fletcher blog. Here you can find posts about marketing, public relations, recent news and other marketing-related topics. Our blog is written to help inform, advise and analyze.

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