Podcast listeners are significantly more open to new things, according to the study
Podcast listeners are more open-minded and eager to learn new things, according to a study by Queensland University of Technology and Stanford University. For the study, 300 people from different countries were asked about their podcast listening habits.
Of the 300 people surveyed, 240 said they had already listened to a podcast. These 240 people then answered questions about how often they listen to podcasts and what types they prefer. They also filled out the Big Five Inventory to measure key personality traits. "We found that people who are more open to new experiences like to listen to podcasts," said study author Stephanie Tobin of Queensland University of Technology.
This fits with previous research that has shown that the use of new technologies is closely linked to the use of online platforms to search for information. Those who listen to podcasts for several hours a week are also more socially engaged, they say.
As expected, participants who are very open-minded according to the Big Five Inventory were more likely to have already listened to a podcast. A similar trend was observed separately among active Twitter users and former bloggers. According to the experts, people who specifically perceive negative emotions more intensely are less likely to listen to podcasts.
Counterpoint to social media users
Compared to social media users, who are relatively neurotic and looking for affiliation, according to previous surveys, podcast listeners represent a more independent, information-seeking demographic, the authors conclude. According to the survey results, men also tend to be bigger podcast fans compared to women.
In general, podcasts have become increasingly popular in recent years. In the U.S., for example, the number of listeners rose from 46.1 million in 2017 to 75.9 million in 2020. (pte)
