Some 40% of podcast listeners have tried or bought a product or service on the recommendation of a podcaster, according to a survey.
Research carried out among 2646 listeners in the UK by podcasting platform audioBoom also found a quarter of respondents were ‘more likely’ to make a purchase if the product had been recommended by a podcast host.
More than three-quarters (77%) also said they were supportive of advertising or ‘live reads’ – advertising messages delivered by the host in the podcast – if their inclusion means the podcast itself remains free.
Ruth Fitzsimons, SVP of international operations and content partnerships at audioBoom, said: “Podcast hosts are upfront about advertising, explaining it funds the podcast. That honesty builds trust and, in turn, our research shows listeners are more likely to trust the brands their hosts recommend and are more likely to buy from those brands.”
The survey also found a third of those surveyed listen to more than seven podcasts a week.
