According to Edison Research (2017), monthly podcast listeners 18+ are more favorable than the general U.S. population in:
- Annual Income: 45 percent of monthly podcast listeners 18+ have annual household incomes >$75K (compared with 35 percent of the U.S. population); 16 percent have annual household incomes >$150K (vs. 10 percent of U.S. population)
- Education: 30 percent have “some grad school or advanced degree” vs. 22 percent; 27 percent have “four year college degree” vs. 19 percent
- Employment: 63 percent are “employed fulltime” vs. 49 percent
- Edison states: “The Podcast listener remains an affluent, educated consumer— and one that is becoming increasingly more likely to gravitate to ad-free or ad-light subscription experiences. “
- Podcast listeners are “business influencers” as well – 80% have full time jobs and 30% are executives or managers. Nearly half (49%) are in a position where they make business purchasing decisions. (Source: NPR Podcast Listener Profile 2016)
Further, podcast listeners have more likelihood of connecting with brands:
- 48 percent of “Monthly Podcast Consumers follow “any companies or brands on any social networking sites,” compared to 31 percent of the general U.S. population.
- 94 percent of “Monthly Podcast Consumers” engage in social media, compared to 81 percent of the general U.S. population
- 64 percent use social networking at least “several times a day” vs. 52 percent
