In the United States, data shows that podcast listeners are tuned in while driving or commuting. It’s tempting to make the blanket assumption that this is where any listener is engaging with your content.

However, a recent study revealed that only 10% of listeners in South Africa are listening to podcasts or audio in the car. Nearly three-quarters of that audience listen at home.

Does this change how you’re marketing your content? I think it’s a good reminder to stop assuming and really get to know your various audiences.

Find out more about this interesting study and further marketing resources at Creative Marketing Brief.