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Podcasting is the hottest topic in audio today, with an increasing number of people discovering the joy of being able to listen to their favourite episodes at a time and place of their choosing. As with so many hot media trends, the Affluent are right at the front of the curve with podcasting. Staying true to their penchant for being First to Try and First to Buy, they are twice as likely to listen to podcasts as the general population. Usage tends to be greatest at the highest income levels and amongst younger people and more frequent travellers.
Our data shows:
Podcast listening among Affluents has grown rapidly over the last three years.
The Affluent are nearly twice as likely to listen to podcasts than the general public.
The more affluent someone is, the more likely he or she is to listen to podcasts.
High-earning Affluents of all ages, particularly those who travel a lot, are avid listeners, challenging the accepted view that only younger people listen to podcasts.
Podcast listening varies by country, with some very noticeable differences. Spain stands out as having the highest levels of daily listening; Germany has been slower on the uptake.
Affluent Europe now enables you to analyse podcast listening at a brand level.
Podcast listening among
Affluents has grown
over the last three years.
Affluents are ahead
of the curve with
podcast listening.
High income Affluents are more likely to listen to podcasts.
Frequent Affluent travellers
listen to podcasts just as much
as young Affluents.
Podcast listening
varies by country.
Do you need to understand the podcast market more? Contact us to learn more about how Affluents use podcasts, or how to subscribe to the Affluent survey.
This is just a glimpse of the results. These monthly Affluent Highlights pick out a few notable findings from the rich Ipsos Affluent Europe Survey database, which contains many more broad and valuable facts about the attitudes, preferences and behaviour of the Affluent population.
About Ipsos Affluent Highlights
Our goal is to deliver data and insights to help clients understand, and reach, the world’s most influential customers. For over 20 years, we’ve been fielding the premier survey of the Affluent market across 47 countries, and we’ve identified a segment of consumers worldwide that is the first to adopt new technologies, products and services. They are the early adopters who blaze new paths and influential customers who lead the rest of us forward. We believe that any marketing or media professional seeking growth amid industry and technological change must understand and engage with this audience.
About Ipsos
Ipsos is one of the largest marketing and public opinion research companies in the world. For more than 50 years we inspire organizations and give them the power to make smarter decisions faster. We are located in Amsterdam and in Rijen, with head offices in Paris. For more information, call +31 (0) 20 – 6070707 or visit www.ipsos.com/en-nl.
