Como um podcast é descoberto e escolhido?: investigando os consumidores dessa nova mídia

Abstract

The present case study investigates the main aspects that lead the consumer to a podcast and the means by which they are found by different listeners profiles as sex, age range, income amount and educational level. Furthermore, the second purpose is identify the methods podcasts are found. The aim of the study was enhance related theories using real consumer patterns in order to determine whether a podcast is a widespread product. Through an applied questionnaire and utilizing a non-probabilistic sample by convenience, were investigated the methods consumers use to discover and choose a podcast. To conclude, an analysis of the information was performed to verify if a product exceeds the amplitude dimensions of its distribution forms by a consumer perspective, where was observed high recommendation influence. In this way, we intend to develop the knowledge about podcasts consumers to detect potential gaps in the methods they are both discovered and disseminated.