Podcast listeners are more open-minded and eager to learn new things, research by Stephanie Tobin from the Queensland University of Technology shows. Together with co-author Rosanna Guadagno from Stanford University http://stanford.edu, she surveyed around 300 people from different countries about their podcast listening habits.
Podcasts promote social engagement
240 said they had already listened to a podcast. They then answered questions about how often they listen to podcasts and which types they prefer. They also completed the “Big Five Inventory” to measure the most important personality traits. “We found that people who are more open to new experiences enjoy listening to podcasts,” Tobin said.
This fits with previous research that has shown that the use of new technologies is closely linked to the use of online platforms to search for information. It is said that people who listen to podcasts for several hours a week are more socially engaged. As expected, participants who were very open-minded according to the Big Five Inventory were more likely to have listened to a podcast. A similar trend was observed separately among active Twitter users and former bloggers. According to the experts, people who perceive negative emotions more intensely listen to podcasts less often.
Counterbalance to social media users
Compared to social media users, who previous surveys show are relatively neurotic and seeking belonging, podcast listeners represent a more independent, information-seeking demographic, the authors conclude. According to the survey results, men also tend to be bigger podcast fans compared to women. Podcasts have become increasingly popular in recent years. In the USA, for example, the number of listeners rose from 46.1 in 2017 to 75.9 million in 2020.
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