Podcasters Wield More Influence than Influencers

Vox Media and Magna teamed up on a new study to understand effectiveness of podcast advertising versus other organic channels. 75% of consumers point to podcast hosts as the most influential figures driving their purchasing decisions

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. 

Full story at Ad Age.