There is more research pointing to why podcasters should not be too worried about the push by employers to return their workers to the office. A survey conducted this month of 350 weekly podcast listeners by Acast finds nearly half (48%) listen to podcasts while commuting. That is more than the one in three that listens while at work. The survey also finds that the top listening times have nothing to do with where they work. Six in ten say they listen to podcasts while doing chores, and 48% say they listen while relaxing.
Top listening time data backs that up. The time of day when weekly podcast listeners say they consume a show remains fairly steady throughout the day, including during the typical commuting times. A third say they listen 5-9am, and four in ten say they listen from 4-7pm.
Acast says the survey also shows that commuting listeners value their time with podcasters, as they are 15% more likely than listeners overall to say that the time to listen to podcasts is an important part of their day. And they are 7% more likely to look forward to listening to their favorite podcasts.
But what may be of most value to advertisers is that commuters that listen to podcasts while on the move are 22% more likely than overall listeners to say they are very focused on what they are listening to. And they are also 10% more likely to say they always listen to podcast ads.
“Commuting isn’t just about getting to and from work anymore. It’s prime podcast time,” says Acast Research and Insights Director Tommy Walters. “That’s good news for brands too. Listeners are more engaged to both the content and the ads, and this time spent listening to podcasts while commuting is valued highly by listeners. So next time you see someone with headphones on during their commute, they’re not zoning out. Quite the opposite. They’re tuning in.”
A separate survey conducted for RSS this month found that Americans are spending 186 minutes — or more than three hours per day — on their phone while at work. That includes 30 minutes of daily listening to podcasts on average.
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