BBB Business Tip: 20 podcast stats every small business owner should know (infographic)

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Podcasting is more than another content-sharing platform for your audience. It's an opportunity to showcase your thought leadership, create recognition for your brand, turn interested listeners into valuable customers, and build trust within your community.

More than that, podcasting is an ultra-effective marketing tactic that can help businesses distinguish their product or service offering from the competition by leveraging their BBB Accreditation — which, as it happens, is one of the key goals of any marketing plan.

If you're considering starting a podcast for your business, here are 20 podcast stats you should know:

1. 62% of Americans listened to an audio podcast in 2022, an 57% increase from 2021. Of these, 24% listen to podcasts weekly, and 41% listen monthly.
2. An estimated 79% of U.S. listeners use portable devices like tablets and smartphones to listen to podcasts. Only 21% of podcast listeners use computers and laptops.
3. Though usually considered entertainment, podcasts are a powerful educational resource for customers. Three out of four Americans listen to podcasts to gain new knowledge.
4. American weekly podcast listeners averaged 8 podcasts in the last week.
5. 38% of podcast listeners are more likely to buy from a brand after listening to its ad on a podcast.
6. 82% of podcast listeners spend at least 7 hours a week, or an average of an hour daily, listening to podcasts. Less than a quarter of podcast listeners (22%) spend 22 hours a week, or about 3 hours daily, listening to podcasts.
7. 37% of podcasters have been actively broadcasting for at least three years. Another 13% have been broadcasting podcasts for six months to 1 year, and 17% have only started in the last six months.
8. Just under half (48%) of U.S. podcast listeners are between 12 and 34. 32% are aged 35 to 54 years old, and one-fifth are over 55 years old.
9. Almost 80% of podcast listeners catch up on their podcasts while commuting to work.
10. According to the BBC, 94% of podcast listeners prefer tuning in while doing other tasks. 61% listen to podcasts while doing chores. The rest (39%) enjoy listening to podcasts while shopping and exercising. 
11. Around 38% of podcast listeners purchase products mentioned in podcasts.
12. Consumers who typically avoid in-context ads are up to 22% more receptive to brand and product mentions when listening to podcasts than watching TV.
13. Nearly 90% of podcast listeners consider podcast ads effective. 86.5% choose to listen to podcast ads, and over half (55%) have purchased products based on ads.
14. Around 27% of podcast listeners subscribe to over 70 podcasts.
15. 66% of podcast listeners prefer listening to podcasts over watching TV, social media, and books.
16. 35% of podcast fans listen to 10 different podcasts each month.
17. 80% of users find podcasts through cross-promotion. Another 72% choose podcasts based on recommendations, while 56% choose them based on social media suggestions.
18. 59% of podcast listeners report spending more time listening to podcasts than on social media.
19. Over 61% of podcasters list marketing and building an audience as their biggest challenges.
20. Around 97% of podcasters consider quality podcast content highly important in attracting and engaging listeners.

Taking advantage of podcasts

There's no denying that podcasting is becoming an increasingly effective marketing tactic for small businesses looking to build a stronger brand foundation and attract interested customers. It gives your audience an excellent opportunity to learn about your business and trust your product or service offering while also fulfilling their need for information or entertainment.

Luckily, getting started with a podcast is something you can do easily and without significant financial or time investments.

Check out the Business Leaders Unplugged interviews series on our YouTube to hear BBB's podcasts on creating better businesses. 

Visit BBB.org/get-accredited to learn how trust, honesty, and integrity can be integral to your business’s success.

BBB of Southern Piedmont and Western N.C. contributed this article.