In the digital era, companies must explore new marketing strategies to remain competitive. One area experiencing significant growth is audio strategy, and podcasting is proving to be a powerful medium to reach specific targets. The Ipsos Digital Audio Survey 2023 provides a detailed overview of current trends, highlighting how crucial it is for companies to position themselves effectively in this market.
Podcast Listening Growth
According to the survey, in 2023 about 39% of Italian internet users between 16 and 60 years old have listened to podcasts at least once in the last month, equivalent to around 11.9 million people. This represents growth compared to previous years, with a significant increase from 2020, when the number was around 8.5 million.
Listener Profiles
Podcast listeners tend to belong to qualified socio-demographic segments. 39% of listeners are under 35 years old, 28% are graduates or students, and 9% hold high-ranking professional positions. These data indicate that the podcast audience is young, educated, and often holds prominent positions, making them a valuable target for companies.
Listening Behaviors and Preferences
Podcast listeners show strong receptivity to advertised products and services. 58% of listeners prefer to buy products recommended by their favorite artists, and 67% tend to prefer premium products or services over standard ones. Additionally, listeners are often early adopters of new technologies and show a propensity to buy from socially responsible companies.
Platforms and Devices
Podcasting confirms itself as a flexible format, with smartphones as the preferred device for listening. 76% of listeners use smartphones, followed by 33% using computers and 20% using smart TVs. This spread across various devices demonstrates the versatility of podcasting as a communication medium.
Advertising Activation Capabilities
The effectiveness of advertising paired with podcasts is evident: 71% of listeners recall hearing advertising messages, and of these, 28% sought more information about the advertised brands, products, or services. Additionally, 22% of listeners talked to friends or acquaintances about the advertised brands, and 15% made a purchase based on these ads.
Conclusions
The data from Ipsos Digital Audio Survey 2023 highlight how podcasting represents a winning strategy for companies aiming to position themselves effectively in the market. Audio strategy not only allows reaching specific targets but also creating strong and lasting engagement with the audience. Companies that know how to leverage these opportunities can enjoy a significant competitive advantage in an increasingly fragmented and digitized media landscape.
Source: Ipsos Digital Audio Survey 2023
