Across the board, hundreds of consumers agreed they turn to podcasters for guidance on both financial and personal decisions. More than 75% of respondents said podcast hosts served as a helpful resource for decisions tied to their business or finances, and 94% reported consulting podcasters for assistance related to either self-improvement or health and fitness.
According to a recent Pew Research Center study, 20% of U.S. adults listen to a podcast at least once a week, a number that jumps to one in three for adults below age 30. And among all podcast listeners surveyed by Pew, nearly 30% reported purchasing a product or service discussed during a podcast.
All of this could show that partnering with one of these podcasters in the same way a brand would a social media influencer can be a “great opportunity to forge close relationships with consumers,” said Kara Manatt, executive VP and managing director of intelligence solutions at Magna, in the press release. The report recommends brands incorporate these podcast hosts into the creative process and consider their suggestions about how to ensure their ad read for the brand is relevant to the podcaster’s audience.
