Page 14 - Engage -- Fall 2018 -- no.14

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Fall 2018
FEATURE
Why Podcasts
Are All the Rage!
A podcast can build trust with your consumers and brand awareness with those who don’t know you yet. And it won’t cost you an arm and a leg. So why aren’t you doing one?
Twenty-six percent of Americans (or 73 million people) now listen to podcasts every month. That’s 24 percent more than one year earlier. In fact, 48 million people listen to podcasts on a weekly basis, six million more than in 2017.
on a recent trip across Iceland, a group of adventurous, outdoorsy, type A personalities in a 10-passenger van lost
connection to the radio and, with it, any hope of a decent radio station to play for the rest of their five-hour journey. When the person riding up front pulled out her phone and connected
it to the vehicle’s stereo system, a funny thing happened: seven of the nine people in the van voted to listen to her downloaded podcasts rather than music for the rest of their journey across the barren landscape.
A road trip with no tunes? A group of road- weary thirtysomethings in favor of listening to interviews over good driving music? In actuality, the democracy at work in the van vote shouldn’t be surprising. As part of their 2018 Infinite Dial Study, Edison Research recently released their findings concerning podcasts, and the numbers are startling, especially if you are not a regular podcast listener. The study revealed that 26 percent of Americans (or 73 million people) now listen to podcasts every month. That’s 24 percent more than one year earlier. In fact, 48 million
people listen to podcasts on a weekly basis, six million more than in 2017. The percentage of Americans aged 12 and above who have
ever listened to podcasts is now at 44 percent. The group in Iceland is on
trend in their listening location as