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CONSUMERSBRANDS

Targetaudience:History

podcastlistenersinChinConsumerInsightsreport

June2024

ConsumerInsightsTargetAudienceReport

Introduction

ReportoverviewConsumerInsightsGlobalmethodology

(1)

Thisreportanalysesconsumerswhoanswered

’’History’’tothemulti-pickquestion’’Ingeneral,whichofthefollowingpodcastgenresdoyoulistento?’’.

ThereportoffersthereaderacomprehensiveoverviewofhistorypodcastlistenersinChina:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkhistorypodcastlistenersinChina(’’targetaudience’’)againsttheaverageChineseconsumer,labelledas’’allrespondents’’inthecharts.

ThereportisupdatedquarterlyandisbasedondatafromtheConsumerInsightsGlobalsurvey.

Design:OnlineSurvey,splitquestionnairedesignDuration:approx.15minutes

Language:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternative

Region:56countries

Numberofrespondents:

•12,000+forcountrieswiththeextendedsurvey(includingChina)

•2,000+forthebasicsurvey

Sample:Internetusers,aged18–64,quotassetongenderandage

Fieldwork:

•ContinuousfromJanuarytoDecember

•Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear

2

Notes:(1):Seethefullmethodologyforadetailedoverviewofthestudydesign

Sources:

ConsumerInsightsGlobalasofJune2024

HistorypodcastlistenersinChina

Managementsummary:keyinsights

DemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpoints

Historypodcastlistenerstendtobeyounger,48%areMillennials.

61%ofhistorypodcastlistenersaremale.

Manyhistorypodcastlistenershaveahighannualhouseholdincome.

57%ofhistorypodcastlistenersliveinamegacitywithover5millioninhabitants.

Socialjusticehasmoreimp