Almost a quarter (23%) of UK adults have listened to a podcast in the past month, with 76% saying they have followed up on an ad or sponsored message they heard in a show, according to data from Acast.
The Swedish podcast ad startup surveyed 1,335 Brits in tandem with Ipsos. It found that two-thirds of UK podcast listeners were aged between 16 to 34, with 27% of this group listening to a show once a week, while 29% listened to a show twice a week.
While the data showed that the chiefly millennial audience were more likely to use ad blockers (31%), a significant 84% of respondents admitted they were likely to stump up cash for premium services.
76% said that they had followed up on an ad or sponsored message they heard on a podcast, while 37% said an ad had led them to seek out further information on a product, and 24% were prompted to visit a brand's website.
In the UK, the Interactive Advertising Bureau (IAB) has been looking to make it easier for brands to advertise on the medium, recently launching its first 'Podcast Playbook'.