Midroll's Annual Podcast Survey Shows Audiences Loyal, Affluent, Diverse
January 20, 2016 at 11:21 AM (PT)
MIDROLL MEDIA has released results from its yearly survey of listeners to its roster of podcasts. The survey, with 168,500 respondents solicited through ads aired on the podcasts, found high levels of education and income among podcast users.
In the education category, half the audience said they hold a bachelor's degree or higher; 22% have an annual household income of $100,000 or more. And the ethnic diversity of respondents more closely mirrored the U.S. breakdown than in the past, with MIDROLL saying that as the audience grows, it is "looking more like the demographics of the U.S. as a whole."
Over half of respondents -- 52% -- said that they listen to podcasts in their cars, with 46% saying they've listened on airplanes, 40% listening while running, walking, or biking, 37% listening on mass transit, and 32% listening while working out. Listeners, the survey said, are loyal, with 88% saying they listen to most or all episodes of the shows to which they subscribe. 61% said that they had purchased something they heard advertised on a podcast. The study also offers lists of shows leading in various demographics and psychographic categories.
See a graphic-heavy outline of the survey results by clicking here.