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Studie Podcasts Maerz 2018 TRENDMEDIUM PODCAST Eine repräsentative Umfrage unter 1.022 Deutschen zum Thema Podcasts Hinweis: Alle Studienergebnisse sind unter Nennung der Quelle SPLENDID RESEARCH GmbH und Mitteilung an uns zur Veröffentlichung freigegeben. Um Belegexemplare der Veröffentlichung wird gebeten. Hamburg, März 2018 Für die Studie hat SPLENDID RESEARCH 1.022 Deutsche zu Podcasts befragt. ERHEBUNGSDATEN Untersucht wurde die Bekanntheit von Podcasts in Deutschland sowie die Untersuchungs- Podcast-Hörgewohnheiten der Bundesbürger. Ferner wurde die gegenstand Regelmäßigkeit und Dauer des Konsums sowie die Lieblings-Sendungen und Podcast-Anbieter erhoben. Bevölkerungsrepräsentative Quotenstichprobe von n=1.022 (für Struktur Stichprobe siehe Abschnitt soziodemografische Daten) Untersuchungszeitraum 04.01.2018 bis 09.01.2018 Repräsentative Erhebung unter in Deutschland lebenden Personen Methode zwischen 18 und 69 Jahren über das aktiv und passiv rekrutierte Online Access Panel der SPLENDID RESEARCH GmbH. © 2018 SPLENDID RESEARCH GmbH 2 Trendmedium Podcast Eine repräsentative Umfrage unter 1.022 Deutschen zwischen 18 und 69 Jahren zum Thema Podcasts Podcasts sind im Internet bereitgestellte Hör- oder Podcasts & Werbung Videosendungen zu Bekanntheit bestimmten Themen. Man von Podcasts: 48% kann Podcasts abonnieren Anteil der Podcast-Hörer, und wird informiert, wenn der Werbung nicht neue Folgen erscheinen. kategorisch überspringt: 82% Anteil Podcast- Gelegenheiten zum Podcasthören Konsumenten: 31% Gründe für das Anhören von Werbung zuhause neben 1. Unterhaltsame Werbung anderen Tätigkeiten 48% 2. An Interessen des Hörers angepasste Werbung zuhause ohne Anteil an zu Ende andere Tätigkeiten 38% 67% Podcasts haben gehörten in Folgen auf dem Arbeitsweg der Hörer schon einmal den 25% 41% Wunsch geweckt, ein neues Produkt auszuprobieren Top 3: Beliebteste Podcasts Wie sollten Podcasts Platz 1 finanziert werden? Wöchentlicher % 65 26% Platz 2 Podcast-Konsum 18% des durchschnitt- 30 lichen Hörers: Platz 3 Min Werbung vor Werbung inner- Crowd- dem Podcast halb des Podcasts funding © 2018© 2018 www.splendid SPLENDID- research.comRESEARCH GmbH Studienergebnisse Soziodemografische Daten Studien-Methodik Über SPLENDID RESEARCH © 2018 SPLENDID RESEARCH GmbH 4 Knapp die Hälfte der Deutschen ist sich sicher zu wissen, was ein Podcast ist. BEKANNTHEIT VON PODCASTS „Wissen Sie, was Podcasts sind?“ Unsicher 27% 48% Ja 24% Nein n=1.022 © 2018 SPLENDID RESEARCH GmbH 5 Fast ein Drittel der Deutschen hört regelmäßig Podcasts. HÄUFIGKEIT PODCAST-KONSUM „Podcasts sind im Internet bereitgestellte Hörsendungen oder Videosendungen zu bestimmten Themen. Man kann Podcasts abonnieren und wird dann automatisch informiert, wenn neue Folgen der Sendung erschienen sind. Diese kann man sich dann herunterladen und die neuen Dateien ansehen bzw. anhören, wann man möchte. Dies ist auch ohne bestehende Internetverbindung möglich. Wie häufig hören bzw. sehen Sie sich Podcasts an?“ Regelmäßige Hörer = 31% 43% 22% 15% 12% 4% 3% Täglich Mehrmals Wöchentlich Monatlich Nie Keine pro Woche oder mehrmals oder seltener Angabe/Weiß im Monat nicht n=1.022 © 2018 SPLENDID RESEARCH GmbH 6 Podcasts sind bei Männern etwas bekannter und beliebter; besonders häufig werden sie von den 18-29-Jährigen verfolgt. PODCAST-KONSUM NACH DEMOGRAFISCHEN MERKMALEN „Wissen Sie, was Podcasts sind – Ja“ „Wie häufig hören bzw. sehen Sie sich Podcasts an? – Mehrmals pro Woche oder häufiger“ Weiblich 44% Weiblich 14% Männlich 53% Männlich 19% „Wissen Sie, was Podcasts sind – Ja“ „Wie häufig hören bzw. sehen Sie sich Podcasts an? – Mehrmals pro Woche oder häufiger“ 69% 59% 51% 38% 25% 28% 23% 16% 10% 3% 18-29 30-39 40-49 50-59 60-69 18-29 30-39 40-49 50-59 60-69 Jahre Jahre Jahre Jahre Jahre Jahre Jahre Jahre Jahre Jahre n=1.022 © 2018 SPLENDID RESEARCH GmbH 7 Die beliebtesten Geräte für den Podcast-Konsum sind Smartphones, Laptops, Desktop-Computer und Tablets. GERÄTE FÜR PODCAST-KONSUM „Welche Geräte nutzen Sie, um Podcasts zu hören?“* Smartphone 65% Laptop 48% Desktop-Computer 32% Tablet 31% MP3-Player 6% Digitale 2% Sprachassistenten Sonstiges 1% n=544 Podcast-Hörer * Mehrfachantworten möglich © 2018 SPLENDID RESEARCH GmbH 8 Nachrichten-Podcasts sowie Unterhaltungs- und Musiksendungen werden am häufigsten gehört. BELIEBTHEIT VON THEMENGEBIETEN „Zu welchen Themengebieten hören Sie sich Podcasts an?“* Platz 1 bis 9 Platz 10 bis 18 Nachrichten 43% Wissenschaft 21% Unterhaltung 41% Gesellschaft 21% Musik 40% Welt 18% Wissen & Bildung 34% Regionales 18% Gesundheit 31% Wirtschaft 16% Freizeit 31% Kinder 12% Sport 29% Kunst 8% Politik 27% Religion 8% Computer 23% Sonstiges 4% n=537 Podcast-Hörer * Mehrfachantworten möglich © 2018 SPLENDID RESEARCH GmbH 9 Zu den beliebtesten Sendungen zählen die Podcasts der Tagesschau, von Quarks und Co sowie der Sendung mit der Maus. TOP 30 MEISTGEHÖRTE PODCASTS „Welche dieser Sendungen haben Sie bereits einmal gehört?“* Tagesschau 27% Lerne Psychologie 8% Eine Stunde History 6% (Audio-Podcast) Quarks und Co 24% Beste Freundinnen 8% Fest und Flauschig 6% Die Sendung 21% WDR 2 Kabarett 7% Die Blaue Stunde 6% mit der Maus Stimmenfang Extra 3 Podcast 12% Lage der Nation 7% 6% (SPIEGEL ONLINE) ARD Radio Tatort 12% radioWissen - Bayern 2 7% Jung & Naiv 6% Feinkost – WDR ZeitZeichen 11% 7% Global News Podcast 6% Der Food-Podcast SWR2 Wissen 9% IQ (Bayern 2) 7% Herrengedeck 6% Hintergrund 8% Sexvergnügen 7% WDR Hörspiel-Speicher 6% (Deutschlandfunk) Woher weißt 8% Einschlafen Podcast 7% 6 Minute English 6% Du das? Forschung Aktuell GEDANKENtanken - 8% TED Talks Daily 7% 6% (Deutschlandfunk) Inspiration & Motivation n=544Podcast-Hörer * Mehrfachantworten möglich © 2018 SPLENDID RESEARCH GmbH 10 Auch bei den meistabonnierten Podcasts belegen Tagesschau & Co die ersten Plätze. TOP 10 DER MEISTABONNIERTEN PODCASTS „Welche dieser Sendungen haben Sie abonniert?“* Platz 1 bis 5 Platz 6 bis 10 Tagesschau 10% WDR ZeitZeichen 4% (Audio-Podcast) Feinkost – Quarks und Co 6% 3% Der Food-Podcast Die Sendung GEDANKENtanken - 5% 3% mit der Maus Inspiration & Motivation ARD Radio Tatort 5% Fest und Flauschig 3% Extra 3 Podcast 5% SWR2 Wissen 3% n=442 Personen, die schon einmal einen der abgefragten Podcasts gehört haben * Mehrfachantworten möglich © 2018 SPLENDID RESEARCH GmbH 11 30 Minuten pro Woche verbringt der durchschnittliche deutsche Podcast-Hörer mit dem Verfolgen seiner Sendungen. HÄUFIGKEIT KONSUM VON PODCASTS „Denken Sie bitte einmal an die letzte Woche zurück. Wie viele Minuten haben Sie in der letzten Woche ungefähr Podcasts gehört?“ Gar nicht 17% 1 Minute bis zu 30 Minuten 42% Median: 30 Minuten Der Median oder auch Zentralwert, ist der Wert, der Über 30 Minuten bis zu 1 Stunde 19% in der Mitte der nach Größe sortierten Merkmalsausprägung liegt.* Über 1 Stunde bis zu 2 Stunden 12% Lesebeispiel: 50 Prozent der Befragten hören 30 Minuten oder weniger und 50 Prozent hören 30 Minuten Über 2 Stunden bis zu 4 Stunden 6% oder mehr Podcasts pro Woche. Über 4 Stunden 4% n=544 Podcast-Hörer *Quelle: http://www.mathe-lexikon.at © 2018 SPLENDID RESEARCH GmbH 12 Fast die Hälfte der deutschen Podcast-Hörer hört die Sendungen parallel zu anderen Tätigkeiten wie Essen, Putzen oder Heimwerken. GELEGENHEITEN FÜR PODCAST-KONSUM „Zu welchen Gelegenheiten hören Sie normalerweise Podcasts?“* Zu Hause neben anderen Tätigkeiten 48% (z.B. Essen, Putzen, Heimwerken) Zu Hause ohne andere 38% Tätigkeit außer dem Podcast hören Auf dem Arbeitsweg / beim Pendeln 25% Zum Einschlafen 25% Bei Freizeitaktivitäten 21% Auf dem Weg zu Freizeitaktivitäten 12% Bei der Arbeit 11% An anderen Orten / 7% zu anderen Gelegenheiten n=544 Podcast-Hörer * Mehrfachantworten möglich © 2018 SPLENDID RESEARCH GmbH 13 14 Prozent der Hörer hören Podcasts am häufigsten zum Einschlafen. AM HÄUFIGSTEN GENUTZTE GELEGENHEITEN FÜR PODCAST-KONSUM „Zu welchen Gelegenheiten hören Sie am häufigsten Podcasts?“ Zu Hause neben anderen Tätigkeiten 31% (z.B. Essen, Putzen, Heimwerken) Zu Hause ohne andere 25% Tätigkeit außer dem Podcast hören Auf dem Arbeitsweg / beim Pendeln 15% Zum Einschlafen 14% Bei Freizeitaktivitäten 8% Bei der Arbeit 4% Auf dem Weg zu Freizeitaktivitäten 3% n=518 Podcast-Hörer, die zu den abgefragten Gelegenheiten Podcasts hören © 2018 SPLENDID RESEARCH GmbH 14 Gut ein Drittel der Podcast-Hörer empfiehlt anderen Menschen häufig Podcasts. EIGENEINSCHÄTZUNG ZU MULTIPLIKATORENEFFEKTEN BEI PODCASTS „Wie sehr stimmen Sie den folgenden Aussagen über sich zu? – Stimme voll zu / Stimme zu“* 42% 34% 28% Freunde vertrauen mir, wenn es Ich empfehle anderen Ich bin einer der ersten, der darum geht, einen interessanten Menschen häufig Podcasts sich neue Podcasts anhört Podcast über ein Thema zu finden n=544 Podcast-Hörer © 2018 SPLENDID RESEARCH GmbH 15 Mehr als die Hälfte der Podcast-Hörer wurde durch eine Sendung inspiriert, sich über aktuelle Entwicklungen zu informieren. INSPIRATION DURCH PODCAST-KONSUM „Welche von den folgenden Dingen haben Podcasts bei Ihnen schon mal ausgelöst?“* Den Wunsch, sich über aktuelle 51% Entwicklungen zu informieren Den Wunsch, ein größeres Verständnis über ein wissenschaftliches 43% Thema zu erlangen Den Wunsch, ein neues 41% Produkt auszuprobieren Den Wunsch, eine neue Fähigkeit 37% zu erlernen Den Wunsch, ein neues 28% Hobby auszuprobieren Den Wunsch, neue Ideen 15% in die Arbeit einzubringen n=544 Podcast-Hörer * Mehrfachantworten möglich © 2018 SPLENDID RESEARCH GmbH 16 Im Schnitt hören die Podcast-Konsumenten zwei Drittel der Folgen bis zum Ende an. PUBLIKUMSBINDUNG VON PODCASTS „Schätzen Sie bitte: wie viel Prozent
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