When The Infinite Dial’s P1 survey respondents aren’t listening to radio or online media, they’re listening to podcasts. But how often do they listen, and what types of podcasts do they listen to? The researchers searched for answers, and here’s what they found.
As with most of the other conclusions in the data, research suggests considerable differences in level of interest in podcasts among P1 listeners as a function of their preferred format. Listeners of alternative rock appear to be in the lead, with 81% claiming they listen to podcasts. At the midpoint are the 61% of classic rock listeners. The trailing edge is represented by classic hits with a listenership of 38%.
The data for weekly listenership among P1 respondents does not track with those who claim to listen. While alternative rock’s P1 listeners continue to lead with 51%, the middle ground is held by R&B with 32%. Those who listen least on a weekly basis, according to the survey, are the contemporary Christian demographic, at just 17%.
Perhaps more interesting than how often the different P1 groups listen to podcasts, is what the survey suggests are their favorite topics. Not surprisingly, music is named by the survey among many respondents. Beyond that, responses vary considerably. Classic rock listeners name history, news/info and food as their top picks. Country’s P1 listeners picked true crime, wellness/self-improvement and music as their top three. Music, entertainment/celebrity gossip and food were favorites for hip-hop/rap listeners.
One of the biggest surprises in podcast data might be the results for P1 listeners in the sports and contemporary Christian groups. While they are on opposite ends of the spectrum in The Infinite Dial’s sex/age positioning nomograph, both groups have named sports, technology and history as the top topics for podcasts they listen to.