Podcasting has been steadily growing in popularity for the last few years, and brands are starting to figure out that the format’s ripe for immersive advertising. According to Edison Research, the share of Americans who report being monthly podcast listeners is 24 percent (67 million), up from 21 percent (57 million) last year.
Those numbers are worth noting for any marketer. But a new study by GlobalWebIndex, which surveyed tens of thousands of consumers, suggests that fitness marketers might need to step up their advertising games.
Roughly 40 percent of regular exercisers listen to podcasts. It makes sense—workout warriors typically love to listen to something while busting a sweat.
Check out the rest of GlobalWebIndex’s findings courtesy of the infographic below.