Selama pandemi yang membuat jutaan orang berada di dalam rumah, dan di depan layar, ada hal lucu yang terjadi pada podcast: keterlibatan pendengar meningkat. Selain banyaknya pendengar baru, keterlibatan di antara para pendengar juga meningkat.
While the rise in engagement is somewhat contrary to what might be expected amid the many consumer changes over the past two years, podcast listenershipโeven at homeโhas transformed much of the general public into light listeners. In fact, the U.S. podcast listener base has grown by 40%1 over the past three years, with 51% of consumers2 saying they started listening during the past two years.
Yang terpenting, kekuatan industri podcast yang terikat dengan arus utama tidak hanya menawarkan kepada pendengar luas, tetapi juga berbagai judul yang terus bertambah untuk para audiophile yang haus akan konten-terutama bagi para pengiklan. Hal ini karena pendengar podcast tidak lagi mengalami hambatan dalam berbelanja akibat COVID-19.
83% orang Amerika tidak lagi merasa terhambat oleh COVID-19
- Studi Sentimen Konsumen Khusus Nielsen, Maret 2022
The positive sentiment among consumers about returning to many pre-pandemic activities has translated into action, as 91% of respondents say they have resumed some normal activities, while 76% say they have resumed most of their normal activities. Consumer attitudes also align with first-quarter economic signals, as the unemployment rate was at 3.6% as of March 2022 (down from 6% in March 2021), and the Conference Boardโs Present Situation Indexโwhich reflects consumer sentiment about the business and labor marketโwas at 153 in March, up 10 points from February.
Dan meskipun sentimen pemulihan secara keseluruhan meningkat, studi konsumen menemukan bahwa pendengar podcast lebih mungkin dibandingkan populasi umum untuk melanjutkan beberapa kegiatan pra-pandemi mereka, termasuk berbelanja bahan makanan di toko fisik, berbelanja barang non-grosir di toko fisik, dan makan di restoran.
The resumption of many pre-pandemic activities and behaviors is good news for all industries, and podcast advertisements represent a bright option for brands looking to increase their visibility and drive upper-funnel engagement. According to Nielsen Efektivitas Iklan Podcast data, podcast advertisements drive 14 points in brand awareness and 7 points in information seeking. Those metrics bode well for marketers in North America, whose top objective for the next year is building brand awareness, followed very closely by new customer acquisition, as detailed in Nielsenโs 2022 Annual Marketing Report.
83% orang Amerika tidak lagi merasa terhambat oleh COVID-19
- Studi Sentimen Konsumen Khusus Nielsen, Maret 2022
In addition to being receptive to advertising, especially when it’s read by the host, podcast listeners are among the consumers most likely to feel that life is returning to normal, and that includes planning major purchases, such as a new vehicle, a new home entertainment system and planning trips that involve air travel. The combination of sentiment and an eagerness to spend represents a bankable opportunity for brands with the right audience data.
For additional insights, download our latest Podcasting Today report.
Sumber
- Data Daya Beli Podcast Nielsen
- Studi Sentimen Konsumen Khusus Nielsen, Maret 2022
