Most shoppers who listen to podcasts are interested in brands that provide a 360-degree experience, different payment options and innovative technology in the purchase process, according to a latest report from Acast.
The podcast company’s new research delves into the behaviours and preferences of both marketers and buyers of DTC brands in Canada, the U.S. and the U.K. It’s based on 450 polls of advertisers and 900 surveys of online customers, which were conducted last December.
The study discovered that 79% of podcast listeners believe that in-person and offline experiences provided by brands have a significant impact on their purchasing decisions. And around 74% of respondents value the sense of community and trust generated by advertisers.
Some 119% prefer to buy brands that provide a buy now, pay later option, while 110% are interested in email pre-marketing to learn about deals. Approximately 103% opt for companies that offer discount codes and/or coupons, while 102% go for those that provide loyalty rewards.
Audio consumers also like to buy “ethical brands.” Around 88% of respondents said they prefer companies that are transparent about how they use their data, while 69% said a brand’s commitment to sustainability influences their purchasing decision. Forty-four percent usually look for Black or Hispanic-owned businesses. And they are finding their shopping experience more enjoyable when using modern technology. The report found that 47% have used AI in the shopping process and 41% have previously bought with a smart speaker.
Overall, podcast listeners in all three markets agree that they are satisfied with their purchases through ads on podcasts, and say it is the most relevant form of audio advertising, surpassing both radio and streaming music. In addition, nearly 40% of consumers believe that in recent years podcast advertising has become even more relevant (only 24% say radio has become more relevant).
According to the study, marketers believe the same. Fifty-two percent of the advertisers who want to reach DTC buyers say podcasts are the most effective audio medium for their message, while 47% choose streaming music services. Less than half of the respondents (47%) select radio as the best medium to reach their audience.
“Like many listeners around the world, Canadian audiences find connection and resonance with the podcast hosts that they love. At Acast, we’ve seen DTC brands in the market continue to realize this unmatched power that the podcasting medium holds for reaching these shoppers in Canada and appealing to the way they want to receive ad messages,” managing director of Acast Canada Heather Gordon tells MiC.
“For advertisers of direct-to-consumer brands in Canada, podcasts are a vital part of their media mix. Not only are these audiences engaged with the content, but they are also highly receptive to hearing host-read ads from the podcast hosts that they trust.”
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