Knowledge Storm and Universal McCann’s research shows that podcast usage among B2B technology buyers is significant and growing.
41% of survey respondents claim they have listened to podcasts on more than one occasion
13% stated that they “frequently” download or listen to them
B2B technology buyers are listening to podcasts for business interests, specifically technology-oriented topics
65% responded that they listen for both personal and business interests. They’re listening to technology specific topics.
72% claimed that they have downloaded or listened to podcasts on technology topics on more than one occasion
23% do so “frequently”
60% of respondents said that information on business or technology topics, currently delivered as white papers or analyst reports, would be more interesting as podcasts
55% of respondents would be more likely to consume white papers and analyst reports if they were delivered as podcasts
The study also revealed that B2B technology buyers want research content, such as white papers and analyst reports, delivered as podcasts.
Note: An audio file uploade to your site does not make a podcast – it has to go in an RSS feed.
So get your site RSS enabled right away