Result and Analysis

 

Introduction

In the digital age, the landscape of media consumption has dramatically evolved, with podcasts emerging as a prominent medium. As more individuals gain access to smartphones and the internet, podcasting has become a ubiquitous source of information and entertainment. This artefact delves into the impact of podcast listenership on adults in the United Kingdom, exploring the reasons behind their preferences, the benefits and drawbacks they experience, and the key factors influencing their podcast choices.

The Rise of Podcasts

Over the past decade, the United Kingdom has witnessed a substantial increase in podcast listenership, particularly among adults aged 18-35 (Statista, 2023). Presently the number of podcast listeners is increasing yearly according to Statista, (2023), as shown in figure 1 below. This surge can be attributed to the convenience and accessibility of podcasts, which allow users to consume content on the go, whether commuting, exercising, or relaxing at home.

Figure 1: Growth of Podcast Listeners in the UK (2019-2023)

 Aims of the Study

The primary aim of this study is to investigate the effects of podcast listenership on adults in the United Kingdom.

Research Questions

The following questions are formed for the study:

• What are the impacts of podcast in entertainment among adults in UK?

• Why do the adults embrace podcast as a mean of entertainment?

• What factors influence adults to choose podcast as a form of entertainment?

• What are the drawbacks and benefits of podcast among adults in UK?

Methodology

The study utilized a quantitative research design to systematically investigate the impact of podcast consumption on young adults in the United Kingdom. Quantitative research is characterized by the collection and analysis of numerical data to identify patterns, relationships, and generalizable findings. This approach enabled the study to objectively measure the extent and nature of podcast consumption and its effects on the target population.

To achieve this, structured surveys were employed as the primary data collection method. Surveys are effective tools for gathering quantitative data from a large number of respondents within a relatively short period. They are particularly useful for capturing a wide range of information on specific variables and for testing hypotheses through statistical analysis. The survey instrument was meticulously designed to capture various aspects of podcast consumption, including frequency, duration, content preferences, and perceived impacts on listeners' lives. Additionally, demographic questions were included to ensure a representative sample of young adults aged 18-35 in the UK.

A stratified random sampling technique was employed to select participants for the survey. This technique ensures that the sample accurately represents the diverse population of young adults in the UK by dividing the population into subgroups based on key characteristics such as age, gender, and geographic location. Random samples were then drawn from each subgroup to create a representative sample. This approach enhances the generalizability of the findings and minimizes sampling bias. By ensuring diversity in age, gender, and geographic location, the study was able to capture a comprehensive picture of podcast consumption across different segments of the adult population.

The survey included a mix of closed-ended and open-ended questions to allow for both quantitative analysis and the capture of qualitative insights. Questions on podcast consumption habits covered topics such as how often respondents listened to podcasts, how many hours per week they spent listening, and what genres they primarily consumed. Preferences and perceived impacts were also explored, with questions designed to elicit information on why respondents listened to podcasts, what features they valued most, and what benefits and drawbacks they experienced.

Data analysis was conducted using statistical software to identify trends and relationships within the data. Descriptive statistics provided an overview of podcast consumption patterns, and draw conclusions about the impact of podcast listenership on young adults in the UK. This rigorous methodological approach ensured the reliability and validity of the findings, providing a robust framework for understanding the role of podcasts in the lives of adults.

Presentation of Data

Figure 1: Respondent by Age

The majority of respondents (46.7%) were in the 26-35 age group, indicating a significant engagement with podcasts among this demographic.

Figure 2: Respondent by Gender

The data shows a higher percentage of female respondents (62.9%), suggesting that podcasts may be particularly appealing to young women in the UK.

Figure 3.    Respondent by Residence

A vast majority of respondents (96.2%) reside in England, reflecting the geographical concentration of the sample

Figure 4.    Frequency of Podcast Listening

Most respondents listen to podcasts a few times a month (38.1%), indicating moderate but consistent engagement with the medium.

Figure 5. Weekly Hours Spent Listening to Podcasts

The majority of respondents spend less than 1 hour per week listening to podcasts (58.1%), highlighting that while podcasts are popular, they are consumed in short duration

Figure 6.    Preferred Podcast Genres

The data indicates that comedy, news/politics, and technology are the most preferred genres among young adults, emphasizing their desire for both entertainment and information.

Figure 7. Main Reasons for Listening to Podcasts

Entertainment (27.6%) and staying informed (23.8%) are the primary reasons young adults listen to podcasts, indicating their dual role as a source of amusement and information

Figure 8. How Podcasts Were First Discovered

Social media (64.8%) plays a crucial role in the discovery of podcasts, underscoring its influence on media consumption habits among young adults.

Figure 9.    Valued Features in a Podcast

Content quality (57.1%) is the most valued feature, indicating that young adults prioritize well-produced and engaging content in their podcast choices.

 Figure 10.    Benefits of Podcast Listening

Learning new information (34.3%) and staying updated on current events (21.0%) are significant benefits, highlighting podcasts' role in continuous learning and awareness.

Figure 11    Drawbacks of Podcast Listening

Difficulty finding quality podcasts (28.6%) and distraction from other activities (24.8%) are notable drawbacks, suggesting areas for improvement in the podcast industry.