Podcasters hold more sway than influencers when it comes to many consumers’ purchasing decisions, according to a new study by Magna and Vox Media. This could impact who brands look to prioritize as spokespeople and brand ambassadors.
Three out of four consumers surveyed cited podcast hosts as the most influential figures shaping their actions, beliefs and life decisions, compared to only 15% of respondents who said the influence of social media creators “mattered most” to them, according to the “A New Era of Influence” study. TV and movie celebrities made up the other 10% of responses. The IPG Mediabrands agency teamed up with Vox Media, which houses a podcast network, to survey over 2,000 consumers, all of whom tune into a podcast at least once per week, about their podcast listening and social media scrolling habits.
Over two-thirds of all respondents reported feeling a “deep connection” to the hosts narrating their preferred podcasts, with that number jumping to 81% among millennials.