The vast majority (92%) of Russians who listen to podcasts do so on smartphones, less than half (41%) on a laptop, 24% on a tablet, and 22% on a smart speaker. This was shown by a joint study by Mediacom.Expert and Surveyolog.ru, the results of which were reviewed by socialbites.ca.
The majority of respondents (41%) listen to podcasts between 30 minutes and an hour a day, 31% listen between 10 and 30 minutes, and 19% spend between one and three hours on podcasts.
When it comes to podcast length, one-third (33%) of respondents prefer podcasts between 10 and 30 minutes, 25% prefer podcasts between 5 and 10 minutes, and 23% prefer podcasts between 30 minutes and 1 hour. Only 11% listen to podcasts for less than 5 minutes, and another 7% are willing to devote 1-2 hours of their time to this activity.
The majority of respondents (62%) listen to podcasts in their free time, just over half (53%) listen while doing household chores (cooking, cleaning), 42% on the go, and 32% while eating and relaxing. Walk. They listen to podcasts less often before bed (28%), at work (19%), and while working out (17%).
Analysts also revealed why Russians listen to podcasts. Thus, the majority (66%) want to learn something new, 52% play them in the background while doing work, and 47% use podcasts to follow news on topics they are interested in. 43% listen to podcasts to expand their horizons, 34% for relaxation and distraction, 34% for entertainment, and 27% as an alternative to music.
The majority of respondents (85%) believe that relevant topic and interesting facts are important for a podcast, 48% believe humor is important, and for 48%, understandability and accessibility of the topic are also important. Additionally, 47% indicate the presence of an expert opinion, 39% want to hear opinions from different sources, for example in a dialogue format (29%), and 13% consider the presence of a media personality mandatory.
The top 10 topics of podcasts that Russians listen to most often are: health and medicine – 49%; psychology and personal development – 47%; money and finance – 45%; past – 43%; arts, culture, music – 42%; games, cinema, entertainment – 41%; children, family, education – 40%; travel – 36%; news and politics – 36%; education and science – 34%.
Interestingly, 39% of respondents have a neutral view of podcast advertising, 33% are generally positive, and less than a third (27%) are somewhat unfavorable.
Russians learn about interesting podcasts through platform recommendations (47%), from friends and acquaintances (43%), from bloggers and influencers (35%), from advertising (32%), from colleagues (21%), from family (16). %), from a partner (13%).
The majority of respondents (62%) are not willing to pay to listen to podcasts, and a quarter (25%) are willing to pay if the amount is small. Only 8% are willing to pay to listen to a podcast, and 5% have already transferred money.
Of the 38% who are ready to pay for listening to podcasts, the majority (67%) are ready to spend up to 500 rubles for this, 18% are ready to spend from 500 to 1000 rubles, and 8% are ready to spend from 1000 to 3000 rubles.
Interestingly, 47% of listeners overall are willing to pay for their favorite podcast if it is monetized, 35% will switch to free podcasts, and 17% will refuse to listen to podcasts.
We also asked participants if they would like to create their own podcast. The majority (60%) does not express such a desire. Of the overall 40% who want to create their own podcast, 20% don’t know where to start, 11% don’t have free time for it, 6% are looking for a topic and team, and 3% are preparing to launch.
Russians before saidThe most common thing they do in traffic jams.
Source: Gazeta
Barbara Dickson is a seasoned writer for “Social Bites”. She keeps readers informed on the latest news and trends, providing in-depth coverage and analysis on a variety of topics.