Category: Statistics

Insightful numbers.

Podcasting Thrives in COVID Times

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When COVID arrived, I wondered how it would impact clients who use podcasting as part of their digital strategy.  People stopped commuting. Would they find time to listen to podcasts?

Apparently yes. Data show that podcasting is thriving during COVID times.

The podcasting industry is strong. There are more podcasts and more listeners. More tools and platforms have come online to help creators and consumers.

Podcasting Stats Show They Are COVID-Proof

Here are 5 stats about the podcast industry shared by Resonate, one of many podcast production services.

1. The podcasting industry is projected to be more than $1 Billion by 2021 (https://www.iab.com/insights/third-annual-podcast-ad-revenue-study-by-iab-and-pwc-reports-significant-growth/)

2. 90 million Americans listen to podcasts monthly (https://www.convinceandconvert.com/podcast-research/2019-podcast-statistics/)

3. 43% of monthly podcast listeners say they have listened to a podcast on Spotify, and 35% on Pandora (https://www.edisonresearch.com/the-podcast-consumer-2019/)

4. 51% of Americans 12+ have listened to a podcast (https://www.edisonresearch.com/the-podcast-consumer-2019/)

5. According to a study conducted in the UK, most podcasts are listened to on weekday evenings. (https://www.acast.com/uk-audio-intelligence-report)

Consider Podcasts for Your Marketing Strategy

Podcasts connect people and ideas, entertain, inspire, and teach. Do you have content that fits with these goals? It may be time to look into podcasting as part of your digital strategy.

Learn More: Podcast Secrets From Behind The Mic

Social Media Connects Brands and Customers

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More pandemic research confirms that online touches – and social media in particular – are important tools for connecting and engaging customers. Salesforce​ surveyed over 3,500 consumers worldwide to learn how consumers engage with brands. Social media emerges as the most influential channel for communicating with consumers.

Social media was found to be the  the most interesting and most noticed channel across all demographics when asked to compare social, television and email. 54% of consumers say they notice brand content on social media always or frequently — a higher figure than any other channel.

The survey findings highlight three trends.

  1. Consumers value organizational models and use of technology that provide differentiated, digital-first customer engagement.
  2. Customers value personalized, empathetic engagement and expect messages that resonate with their individual needs.
  3. Metrics like customer satisfaction and digital engagement can be used to optimize online outreach.

Advice for Brands

The results also offered some advice for brands.

  • 59% of consumers believe the frequency of messages should be decreased
  • 58% say the variety of messages should increase
  • 73% want messages to focus on products rather than brand messages

Things to Know About Gen Z

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The newest crop of consumers are Gen Z. Just when you adjusted to Millennials, it is time to rethink some things for this new generation. While you don’t have to change your whole digital strategy just yet, you’ll definitely want to experiment with new ways to up your game and reach younger generations online.

Generation Z are the demographic cohort succeeding Millennials and preceding Generation Alpha. Researchers and popular media use the mid-to-late 1990s as starting birth years and the early 2010s as ending birth years.

Key Points for Marketers

To market to Gen Z you will need to:

  • Embrace video marketing, especially for mobile devices
  • Focus on how your product provides value
  • Consider offering discounts and rewards

Gen Z Stats

  • As of 2020, Gen Z makes up more than 40% of U.S. consumers. (Fast Company)
  • The generation has an estimated purchasing power of $44 billion annually. (LinkedIn)
  • 48% of Gen Z identifies as racially or ethnically diverse. (Pew Research Center)

Online Activities

  • Gen Z spends an average of 11 hours on their mobile devices per week. (Criteo)
  • Roughly 75% of Gen Z most frequently uses a smartphone over computers and other devices. (Institute of Business Management)
  • Over 32% of Gen Z transactions take place on a mobile device. (Criteo)

Online Preferences

  • 60% of Gen Z will not use an app or website that loads too slowly. (Institute of Business Management)
  • Gen Z prefers interactive and “Choose your own adventure” content, with 55% saying they’d like to be able to choose the plotline of the movie or TV show they’re streaming. (Cognizant)
  • Gen Z uses social media for almost 3 hours a day. (World Economic Forum) 62%  use Instagram and 60% use YouTube daily. (Business Insider)
  • One in four Gen Z women say they learn about new products from social media influencers. (Morning Consult)

Online Behavior

  • On average, Gen Z will pay attention to content for a span of eight seconds — four less than millennials. (VisionCritical)
  • 66% say that the high quality of a product matters most to them when making a purchase. (Institute of Business Management)
  • 65%  value coupons, discounts, and rewards programs. (Institute of Business Management)
  • Creativity is important. 77% of Gen Z reports doing creative activities when offline and 48% say they regularly do creative activities online. (Snapchat)