North American consumers are buying based on what they hear in podcasts, according to new research from Acast.
Of those polled, 95% of U.S. podcast listeners have taken action in response to podcast advertising and that rises to 97% for frequent listeners, states a Publishers Daily post about the Acast research.
Podcast fans feel a kinship with their favorite podcasters, and are willing to listen to advertising to support them—82% in the U.S. feel that way and 66% in Canada, states the post.
Moreover, of those who feel that podcasters are like friends, 77% in the U.S. are willing to listen to ads all the time.
In addition, 82% of US respondents stated they would follow a podcaster on social media.
In other recent research, Acast, which bills itself as “The home of podcasting,” found that 65% of U.S. marketers expect to increase their spend on podcasts, including 83% of those that have purchased podcast ads.
“The podcast advertising industry is continuing to experience growth as media buyers better recognize the effectiveness of the medium for their brand message,” states Acast’s Heather Gordon.
More here.
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