The first step to better targeting your podcast is understanding who the potential consumers of the medium you’re using are. If you know which particular market you’re talking to, you can approach your content with more awareness and communicate with your audience more effectively.
On June 25, Edison Research published all their podcast-related survey data from The Infinite Dial 2015, giving us a fully comprehensive view of who is really listening to podcasts.
Podcast listeners are more affluent than the general population (36% have a household income greater than $75,000), and have education beyond high school. A decade ago, it was primarily males who would listen in. In 2015, that number is now evenly split with 50% men, 50% women. Looking at age, there doesn’t seem to be a huge difference among age groups, with even teenagers making up a slice of podcast consumers.
Smartphone ownership has been found to be a major factor in the consumption of podcasts; currently 22% of smartphone users listened to a podcast in the last month. Additionally, nearly two-thirds of all podcasts are listened to on mobile devices over desktop computers.
Brands will find interesting data in the activity of podcast users on social media: it seems they use the platforms multiple times per day.
A fully detailed description of the research can be find on Rainnews.