More than a quarter of shoppers now discover new brands through podcast advertising

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Some 27% of weekly podcasts listeners are discovering new brands and products through podcasts advertising. In addition, 59% of listeners find marketing they hear via podcasts/radio relevant. They are also using voice devices a lot more.

According to the Direct Marketing Association (DMA)’s latest research, 37% of the UK population listen to podcasts at least once a month, a percentage that rises to 67 among men aged 16-29 and 54 among households with incomes of £75,000 and above.

However, the most engaged age group are male and female Gen Z and millennials aged between 16 and 34 years old. They are most likely to be regular podcast listeners, with 14% of this group listening daily and 29% listening several times a week, finds the study.

“Podcasts are a fresh and popular audio media channel to engage consumers with, particularly the millennial and centennial demographic. With listeners generally highly engaged with the content, it is an effective marketing channel with a high degree of relevancy compared to other marketing channels,” explain Tim Bond, Head of Insight at the DMA. “Compelling narratives, engaging storytelling and informative content can strengthen the brand understanding and memory, offering brands the ultimate prize of a dedicated audience.”

Voice usage up by 15% since 2015

The number of UK consumers that have used or are interested in using voice commands has risen to 38% in 2019, up from 23% in 2015. The current usage of voice commands is driven by younger consumers, with 53% of customers born between 2002-2010 currently using voice-activated virtual assistants.

Comparing to last year’s data, people’s interest in using voice commands to either do research (40% in 2019’s report vs 38% in 2020) or buy products has remained stable (35% in 2019’s report vs 34% in 2020).

The interest and usage rates also rise for those earning higher incomes, reaching 45% among individuals with a household income above £75,000.

“The main drivers keeping people’s attention and interest on voice commands seem to be all connected to the customer’s holistic desire to unify their off and online lives as well as all their devices. For instance, interest in using vocal assistants to control household appliances is strong, as well as developing a greater use of social networks and group messaging services,” adds Bond.

The ‘Future Trends: Speak and Listen’ research, published today, is a feature of the Future Trends series, in association with the 2020 Customer Engagement campaign in collaboration with Paragon Customer Communications, Collison, dotdigital and partnership with Foresight Factory.

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