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VIDEOS, PODCASTS, AND THE SMB BUYER
March 22, 2018
INSIGHT  LEAD GEN  CONTENT  SALES SUPPORT
2
INCREASING SALES TO SMBS
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
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)
PODCASTS
PODCAST AUDIENCE
6
More than 1/3 of SMBs listen to podcasts
Do you listen to podcasts?
n=503
39%
61%
Yes
No
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
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
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
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
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 n=180
What podcasts do you listen to?
TOP-OF-MIND PODCASTS
“Named” podcasts bear out SMB preference for business and current events
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
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.
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
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
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
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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Videos, Podcasts, and the SMB Buyer

  • 1. VIDEOS, PODCASTS, AND THE SMB BUYER March 22, 2018
  • 2. INSIGHT  LEAD GEN  CONTENT  SALES SUPPORT 2 INCREASING SALES TO SMBS
  • 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. 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)
  • 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. 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 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. 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. 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. 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 n=180 What podcasts do you listen to? TOP-OF-MIND PODCASTS “Named” podcasts bear out SMB preference for business and current events
  • 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 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. 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 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 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 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