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Videos, Podcasts, and the SMB Buyer

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To help guide your SMB marketing plan, we surveyed 500 principals of US SMBs on their perception and use of videos and podcasts.

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Videos, Podcasts, and the SMB Buyer

  1. 1. VIDEOS, PODCASTS, AND THE SMB BUYER March 22, 2018
  2. 2. INSIGHT  LEAD GEN  CONTENT  SALES SUPPORT 2 INCREASING SALES TO SMBS
  3. 3. Help marketing and sales professionals better understand how to engage SMBs via podcasts and video RESEARCH OBJECTIVE 3 Podcast listener profile Podcast listener behavior and preferences Media consumption Video preferences
  4. 4. Methodology METHODOLOGY 4 1 2 3 HOW WHO WHEN Online survey via the Bredin.com/SMBPulse 503 principals of U.S. companies with <500 employees (4% +/- CI) January 16-19, 2018 Representative mix of industries, business ages, locations etc. 251 VSB <20 employees (97.7% weighting) 151 SB 20-99 employees (2% weighting) 101 MB 100-500 employees (.3% weighting)
  5. 5. PODCASTS
  6. 6. PODCAST AUDIENCE 6 More than 1/3 of SMBs listen to podcasts Do you listen to podcasts? n=503 39% 61% Yes No
  7. 7. 32% 31% 57% 55% 58% 59% 63% 70% 72% 0% 10% 20% 30% 40% 50% 60% 70% 80% 1 (just me) 2 to 4 5 to 9 10 to 19 20 to 49 50 to 74 75 to 99 100 to 249 250 to 500 PODCAST AUDIENCE: COMPANY SIZE 7 Podcast listenership increases with company size… Do you listen to podcasts? (% yes) n=503 % yes VSB SB MB
  8. 8. 8 PODCAST AUDIENCE: DETAILS n=503 % yes …and decreases with age 31% 44% 53% 0% 20% 40% 60% 50+ 35-49 18-34 Respondent Age 37% 41% 0% 20% 40% 60% Female Male Gender 40% 39% 41% 36% 0% 10% 20% 30% 40% 50% Northeast South Midwest West Geography 25% 38% 49% 45% 0% 20% 40% 60% 20 or more years 10 to 19 years 4 to 9 years 3 or fewer years Company Age 32% 42% 35% 46% 0% 10% 20% 30% 40% 50% Other M RW PS Industry
  9. 9. LISTENING FREQUENCY 9 65% of podcast listeners listen at least once a week (If listen to podcasts) In general, how often do you listen to any kind of podcast? n=197 26% 39% 20% 14% Daily Monthly Weekly Less often than monthly 46% of Millennial podcast listeners listen daily 47% of Gen X and 41% of Baby Boomers listen weekly
  10. 10. 26% 39% 21% 14% VSB (<20) LISTENING FREQUENCY: COMPANY SIZE 10 Listening frequency increases with company size (If listen to podcasts) In general, how often do you listen to any kind of podcast? n=97 44% 40% 13% 2% SB (20-99) 53%43% 3% 1% MB (100-500) n=90 n=72 Daily Less often than monthly Monthly Weekly
  11. 11. Business/finance is the most popular podcast category 11 What kind of podcast(s) do you listen to? n=197 10% 19% 20% 23% 24% 26% 28% 36% 38% 52% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% Other Podcasts produced by companies like Microsoft, Google, Amazon, Apple etc. Science Fiction Biographies History Health Humor Politics and current events Business, finance, investing, economics In general, principals of larger SMBs listen to more types of podcasts Fast growth SMBs (double-digit growth in 2018) are most likely to listen to business topics ‘No growth’ SMBs are most likely to listen to biographies GENRE PREFERENCE
  12. 12. 12 n=180 What podcasts do you listen to? TOP-OF-MIND PODCASTS “Named” podcasts bear out SMB preference for business and current events
  13. 13. 63% 37% BUSINESS-ORIENTED PODCAST DEMAND 13 Most SMBs who listen to business podcasts actively search for more podcasts (Of those who listen to podcasts on business/finance topics) Do you subscribe to business-oriented podcasts? n=102 41% 59% No Yes Do you actively search for business-oriented podcasts? No Yes Most likely to search: Professional services firms (80%) Firms with >20 employees (80%) Most likely to subscribe: Millennials (68%) Firms with >20 employees (76%)
  14. 14. 14 BUSINESS-ORIENTED TOPICS Tech and leadership are the most popular business topics n=100 % Rated top-two box 2% 6% 12% 22% 27% 28% 29% 34% 34% 0% 5% 10% 15% 20% 25% 30% 35% Human resources International business Law and taxes Operations Sales and marketing Financial planning and management News and trends relevant to your industry Leadership and management Technology What topics do you most listen to business-oriented podcasts about? Please rank from most (top) to least (bottom) important.
  15. 15. 0% 5% 10% 15% 20% 25% 30% 35% Human resources International business Law and taxes Operations Sales and marketing Financial planning and management News and trends relevant to your industry Leadership and management Technology VSB (<20) SB (20-99) MB (100-500) 15 BUSINESS-ORIENTED TOPICS: COMPANY SIZE VSBs like tech and leadership; MBs most like finance topics n=100 % ranked top-two box What topics do you most listen to business-oriented podcasts about? Please rank from most (top) to least (bottom) important.
  16. 16. 16 Most SMBs plan to continue their current level of podcast listening Will your podcast listening increase, decrease or remain the same over the next 12 months? n=499 14% 80% 5% Increase Stay the same Decrease PODCAST LISTENING INTENT
  17. 17. 17 MBs are the most likely to increase their usage of podcasts over the next 12 months Will your podcast listening increase, decrease or remain the same over the next 12 months? n=499 10% 48% 43% 5% 68% 26% 5% 81% 14% 0% 10% 20% 30% 40% 50% 60% 70% 80% Decrease Stay the same Increase VSB (<20) SB (20-99) MB (100-500) PODCAST USAGE INTENT: COMPANY SIZE Fast-growth SMBs (24%) are the most likely to increase podcast listening
  18. 18. 18 MEDIA CONSUMPTION: ALL SMBS n=Varies 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Visiting company resource centers for business management advice Listening to podcasts Attending online events like webcasts Attending live events like trade shows Reading print magazines or newspapers Visiting any company website, like your bank or other vendors Reading online magazines or newspapers Social media (for work) Listening to radio (any kind) Social media (personal) Watching TV More than 40 25-40 17-24 9-16 5-8 2-4 Less than 2 How many total hours per month, on average, would you say you spend on each of these activities? Almost a quarter of SMBs say they watch more than 40 hours of TV a month Want to watch the original Fastcast? Watch it here. Want the full deck as a PDF? Email us at: info@bredin.com

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