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Szene",{"id":608,"name":22,"link":609,"description":610,"icon":358,"children":-1},"cmirjrv0z748o07taazu327t2","https:\u002F\u002Ffinancefwd.com\u002Fde\u002Fnewsletter\u002F","Wöchentliche Fintech-News in dein Postfach",{"id":612,"name":19,"link":613,"description":614,"icon":615,"children":-1},"cmirjrv0z748n07tat3p8h7fv","https:\u002F\u002Ffinancefwd.com\u002Fde\u002Fkontakt\u002F","Anfragen zu Kooperationen, Sponsoring und Events","message_square",{"id":617,"name":618,"link":619,"description":620,"icon":415,"children":-1},"cmirjrv0y748m07tageylmbnr","FFWD26","https:\u002F\u002Ffinancefwd.com\u002Fde\u002Ffinance-forward-ffwd26\u002F","FFWD auf den OMR26 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Wer hört das eigentlich? Wie intensiv werden sie gehört? Bringen Podcast-Ads überhaupt etwas? Unsere Podcast-Einheit Podstars bringt mit der aktuellen Podcast-Umfrage Licht ins Dunkel. Über 1.500 Podcast-Hörer wurden nach Informationen zu sich selbst, ihren Hörgewohnheiten und ihrer Werbeakzeptanz befragt. Wie schlägt sich das Medium im Vergleich zu TV, Radio und Social Media?",{"type":635,"children":640},[641,643,650,652,656],{"text":642},"Die ",{"rel":644,"href":645,"type":646,"children":647,"openInNewTab":487},"noopener noreferrer","https:\u002F\u002Fpodstars.de\u002F","link",[648],{"text":649},"Podstars",{"text":651}," produzieren, beraten und vermarkten ",{"rel":644,"href":446,"type":646,"children":653,"openInNewTab":487},[654],{"text":655},"mittlerweile über 70 Formate",{"text":657}," und konnten dadurch eine breite Podcast-Hörerschaft befragen. Genau 1.556 Teilnehmende haben von Oktober bis Dezember 2020 bis zu 24 Fragen beantwortet – vom eigenen Alter bis hin zur Akzeptanz von Werbung in ihren Lieblingsformaten.",{"type":635,"children":659},[660,662,667],{"text":661,"italic":487},"Ihr wollt alle Ergebnisse aus der Podcast-Umfrage 2021? ",{"rel":644,"href":663,"type":646,"children":664,"openInNewTab":487},"http:\u002F\u002Fpodstars.de\u002Fumfrage21",[665],{"text":666,"italic":487},"Dann ladet Euch die komplette Präsentation hier runter",{"text":668,"italic":487},".",{"type":670,"children":671},"heading-two",[672],{"text":673},"Wer hört eigentlich Podcasts?",{"type":635,"children":675},[676],{"text":677},"Die Podcast-Umfrage 2021 zeigt – was die Hörerschaft von Podcasts angeht – in eine klare Richtung: Fast 60 Prozent sind männlich, knapp unter 70 Prozent im Alter von 21 bis 35 Jahren. Dabei gab es seit der letzten Umfrage 2018 eine Verschiebung. Vor drei Jahren waren vor allem Hörer bis 30 Jahren präsent. Die sind heute immer noch am stärksten vertreten, haben aber Prozentpunkte an jede Altersklasse über 30 abgegeben. Das spricht dafür, dass nach den jüngeren Früheinsteigern Podcasts jetzt in einer breiteren Zielgruppe angekommen sind.",{"src":679,"type":680,"title":681,"width":682,"handle":683,"height":684,"children":685,"mimeType":113},"https:\u002F\u002Feu-central-1.graphassets.com\u002FAsRf3v2DvRQu1XduiUV52z\u002FovExZGwaRPSjagA6bnBl","image","Podcast-Umfrage 2021: Das Alter von Podcast-Hörern",712,"cljgwgix9l4mv0auvl7ag31l4",401,[],{"type":635,"children":687,"className":690},[688],{"text":689},"Podcast-Hörer sind überwiegend männlich und zwischen 21 und 35 Jahren alt","wp-caption-text",{"type":635,"children":692},[693],{"text":694},"Auffällig: Podcast-Hörer sind überdurchschnittlich gebildet. Über 85 Prozent haben mindestens Abitur, über 55 Prozent einen akademischen Abschluss. Dementsprechend ist das Einkommen der Hörer vergleichsweise hoch: Fast 50 Prozent der Umfrage-Teilnehmer verdienen über 2.500 Euro netto im Monat.",{"type":670,"children":696},[697],{"text":698},"Zählt das schon als Hobby?",{"type":635,"children":700},[701],{"text":702},"Egal, wie alt die Hörer sind, sie lieben Podcasts. Über 92 Prozent sagen, sie hören täglich oder mehrmals die Woche Podcasts. Wer sich die Mühe macht, seine Lieblingsformate in eine Podcast-App zu laden, der bleibt offenbar am Ball. Ein Großteil der Podcasts-Fans zieht Unterhaltung aus dem Medium (über 87 Prozent der Befragten). Viele bekommen hier aber auch ihre Informationen (über 73 Prozent), bilden sich weiter (knapp 60 Prozent) oder entspannen einfach beim Hören (über 57 Prozent).",{"src":704,"type":680,"title":705,"width":682,"handle":706,"height":707,"children":708,"mimeType":113},"https:\u002F\u002Feu-central-1.graphassets.com\u002FAsRf3v2DvRQu1XduiUV52z\u002FRJL8OVLTtGm7LLegXD2Q","Podcast-Umfrage 2021: Warum werden Podcasts gehört?","cljgwgiy8l9r50buwhpllsl1t",400,[],{"type":635,"children":710,"className":690},[711],{"text":712},"Podcast-Hörende schalten vor allem zur Unterhaltung ein",{"type":670,"children":714},[715],{"text":716},"Werbung gehört dazu",{"type":635,"children":718},[719],{"text":720},"Die wohl größte Erkenntnis aus der Podcast-Umfrage 2021? Podcast-Hörer sind offen für Werbung und verstehen, dass Ads nötig sind, um ein kostenloses Podcast-Angebot zu erhalten. Knapp unter 60 Prozent finden es sogar positiv, wenn in ihrem Lieblings-Podcast ein Produkt beworben wird. Über 15 Prozent geben sogar an, schonmal ein Produkt gekauft zu haben, nachdem sie in einem Podcast davon gehört haben – über 50 Prozent der Befragten sind zumindest auf die Webseite einer in einem Podcast werbenden Marke gegangen. Was am besten ankommt? Die Hörer bevorzugen Gutscheincodes und Probemonate als „Call to Action“ bei Podcast-Werbung. 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Weil aber bereits viele Podcasts auf native Werbepausen setzen, empfinden unter 34 Prozent der Podcast-Hörer Werbung in dem Format als störend. Beim Radio-Hören stören sich hingegen 70 Prozent der Befragten an Werbespots, TV-Werbung stört sogar knapp 89 Prozent. Wenn Ihr also mit Werbung bei einer attraktiven Zielgruppe besonders gut wegkommen wollt, lasst ein paar Podcast-Hosts Eure Nachricht an potenzielle Kunden vorlesen und packt am besten einen Gutscheincode dazu – es sieht so aus, als würde das wirken.",{"src":735,"type":680,"title":736,"width":682,"handle":737,"height":707,"children":738,"mimeType":113},"https:\u002F\u002Feu-central-1.graphassets.com\u002FAsRf3v2DvRQu1XduiUV52z\u002Fn53fbZV0SgG67vnEDixk","Podcast-Umfrage 2021: Podcast-Werbung stört weniger","cljgwgizikk5i0btbmjpkwg63",[],{"type":635,"children":740,"className":690},[741],{"text":742},"Podcast-Werbung stört offenbar weniger als die in anderen Medien",{"type":635,"children":744},[745,746,749],{"text":661,"italic":487},{"rel":644,"href":663,"type":646,"children":747,"openInNewTab":487},[748],{"text":666,"italic":487},{"text":668,"italic":487},{"text":751},"\n",[],"2021-01-21T14:02:40+00:00","2023-08-31T17:26:04.383145+00:00",[756],{"name":757,"description":-1,"link":758,"avatarUrl":759},"OMR Team","\u002Fde\u002Fdaily\u002Fauthor\u002Fomr-team","https:\u002F\u002Feu-central-1.graphassets.com\u002FAsRf3v2DvRQu1XduiUV52z\u002Fresize=fit:max,height:147,width:147\u002FBVVFnnWATtay0C4mqiiQ",{"url":761,"image":762,"title":763,"description":102,"type":680,"mimeType":764},"https:\u002F\u002Feu-central-1.graphassets.com\u002FAsRf3v2DvRQu1XduiUV52z\u002Fresize=fit:max,height:570,width:1096\u002Foutput=format:webp\u002Fcmcnhrzzgpt7z06t7l1g4nimr",{"thumbnail":-1,"regular":761},"550_Podcast-Umfrage-2021-AUF","image\u002Fwebp",[],[767,768,771],{"name":85,"slug":444,"link":-1},{"name":769,"slug":770,"link":-1},"Podcast-Studie","podcast-studie",{"name":649,"slug":772,"link":-1},"podstars",[774,788,802,816,830,844],{"title":775,"link":776,"date":777,"snippet":778,"categories":779,"authors":781,"sponsored":291,"featuredMedia":782},"Privatjet, Maybach & Co.: Das Management-Playbook von Andreas W. 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