Podcasts find brand appeal with consumers – DMA 


Podcasts are proving fertile ground for advertisers as consumers discover new brands through advertising on the medium.

That’s according to new research from the DMA. The marketing industry body found that 27% of weekly podcast listeners agree they discovered new brands through podcast advertising. This could be the why reason why businesses are approaching podcast production companies like Lower Street to market their product through creative podcast series.

Podcasts appeal to consumers

In addition, most listeners (59%) find marketing they hear via podcasts/radio relevant.

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.

Nation of podcast listeners

According to the DMA’s latest research, 37% of the British population listen to podcasts at least monthly. The percentage rises to 67% among men aged 16-29 and 54% among households with incomes of 75k+.

However, the most engaged age group are male and female users 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.

Fresh and popular

“Podcasts are a fresh and popular audio media channel to engage consumers with, particularly the millennial and centennial demographic”, said Tim Bond, Head of Insight at the DMA.

“Listeners are generally highly engaged, so it is an effective marketing channel with a high degree of relevancy compared to other marketing channels”.

“Compelling narratives, engaging storytelling and informative content can strengthen the brand understanding and memory, offering brands the ultimate prize of a dedicated audience.”

Voice command usage rising

The number of UK customers that have used or are interested in using voice commands rose to 38% in 2019. That’s up from 23% in 2015.

Younger consumers

Younger consumers are driving up the use of voice commands. Some 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. Levels reach 45% among individuals with a household income above 75k.

“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”, Bond added.

“For instance, interest in using vocal assistants to control household appliances is strong. As is developing a greater use of social networks and group messaging services”.