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EMAC 2021 Annual Conference

The role of ease of use and need for information on Millennials’ Embracement Towards Podcasts

Published: May 25, 2021


Carolina Cury, FGV; LUISA HAUCK BARBOSA PEREZ, FGV; Caroline Colozio, FGV; Carlos Lourenco, Fundacao Getulio Vargas; Willian Feitosa, IFSP


Podcasts are a type of digital media that has grown in popularity and importance on the market in recent years. Its main audience is Millennials, the generation born between 1982 and 1999. This paper aims to understand the main reasons that led to embracing the use of podcasts, such as (i) the need for information, (ii) perceived mobility and ease of use, and (iii) perceived professional usefulness. A sample of 302 responses was collected, and, after data analysis, it was possible to identify that perceived mobility and ease of use are the factors that most influence the millennials' podcast embracement. It was possible to conclude that the subjects most listened by them were Politics and Economics and that their greatest motivation for adopting them was the practicality of technology. Conversely, this study becomes useful for companies looking to communicate with this generation. Their behavior and preferences regarding podcasting which impact the media industry were discussed.