One-third (33%) of Americans reported having changed their opinions on a topic or brand discussed in a podcast, according to a survey of 1,000 U.S. residents aged 18+ conducted by research firm Ipsos. The percentage were higher for males (35%) and 18–34-year-olds (50%). The 2024 Podcast Marketing Trust Index Report, commissioned by branded podcast production agency Quill, also found under half (42%) of respondents said they, to some degree, trust podcasts more than traditional forms of media such as TV or newspapers.
The report, issued Thursday, reinforces earlier research showing the close relationship listeners have with podcast hosts and fosters high levels of trust:
Over half (56%) of Americans say the endorsement by the host of the podcast influences their trust in a product or service to some degree, with men (60%) and those aged 18-34 (62%) most likely to be influenced by host endorsements.
Forty-two percent of Americans say they trust or somewhat trust information presented on podcasts compared to traditional forms of media. Whereas 37% feel about the same toward podcasts as traditional forms of media such as TV or newspapers.
Trust in podcasts sponsored by a brand is primarily driven by transparency or clear disclosure of sponsorship (54%), followed by expert guests or a diversity of perspectives (46%).
As consumers increasingly seek and value authenticity and transparency, Quill says the study shows that brands need to collaborate with hosts and experts who genuinely care about the brand or topic to move the needle.
The survey also adds to the body of research about how consumers use podcasts. Among the findings:
Three-in-five Americans listen to podcasts (59%). Among them, one-third discover podcasts through social media (34%), and over one-quarter do so through recommendations from friends (30%), or by searching online (24%).
44% of Americans say they have or have considered purchasing a product or service they heard about on a podcast, with those ages 18-34 having purchased or considered purchasing the most (66%).
“This survey reassures how important trust is for effective storytelling, and the unique power podcasts have to instill trust and influence opinions on critical topics from politics to personal values,” Quill founder & CEO Fatima Zaidi said in a news release. “In a world where we are constantly bombarded with information, we are committed to showcasing how authentic storytelling can spark meaningful conversations and reshape perspectives on topics and brands, driving real change in how people think and engage with important issues.”
For the study, Ipsos interviewed 1,000 Americans aged 18 years and over from Oct. 16 –18, 2024. Weighting was then used to balance demographics and to ensure that the sample’s composition reflects the adult population, according to Census data, and to provide results intended to approximate the sample universe. Ipsos uses a credibility interval for online polls. In this case, the research firm says the poll is accurate to within ±3.5 percentage points, 19 times out of 20, had all American adults been polled.
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