Die Hiobsbotschaften reißen nicht ab. Nachdem schon der Mythos zerstört wurde, die Jugend nutze Social Bookmarking Dienste, wird nun auch noch der Podcast entzaubert. Wie bigtrends berichtet, brachte eine Studie der Schülerplattform spickmich.de ein weiteres Bollwerk im Kampf um die junge Zielgruppe zu Fall. 8.882 Jugendliche wurden befragt: “Hast du schon mal einen Podcast abonniert?”. Das Ergebnis ist ernüchternd.
Lediglich 13 Prozent der Befragten (1.126) gaben an, schon einmal einen oder auch mehrere Podcast abonniert zu haben. 28 Prozent haben dies noch nie getan und sehen auch keinen Bedarf, dies zu ändern. Und der Rest? Ganze 59 Prozent der Jugendlichen wissen nicht einmal, was ein Podcast ist.
Schaut man etwas tiefer in die Ergebnisse zeichnet sich ab, dass Jungen dem Podcast erwartungsgemäß etwas aufgeschlossener gegenüber stehen als Mädchen. Ein Blick auf die Altersklassen zeigt keinen signifikanten Unterschied in Bekanntheit und Nutzung.
Dieses Ergebnis ist ein herber Schlag für das Jugendmarketing aller Unternehmen, die mittels Podcasts verzweifelt versuchen, Jugendliche im Netz zu erreichen. Neben der ARD, Frau Merkel, Herrn Koch, dem Playboy und der Süddeutschen Zeitung haben inzwischen selbst die Duden Redaktion und Wetten dass die Wunderwaffe im Einsatz. Anscheinend vergeblich…
Es ist doch blamabel, wie schnell sich alles auf solche vermeintlichen Jugendmedien stürzt ohne zu prüfen, ob sie überhaupt genutzt werden…
Das wird jetzt anders Angie hat jetzt eine nicht-jugendfreie Live-Audio-Webcam. Die interessiert die Kinderlein sicher:
http://irgendwer.podspot.de/post/webcam-im-damenklo-des-bundeskanzlerinnenamtes/
Ich glaube man sollte zum einen überlegen,wie repräsentativ die angegebene Umfrage ist. Ich kann mir nur schwer vorstellen, dass alle oben angesprochenen Unternehmen diesen Werbekanal für Jugendliche nutzen, ohne deren Wirksamkeit zu testen bzw. zu überprüfen. Unbestritten aber scheint zu sein, dass der Podcast, gerade im Jugendmarketing noch viel Ausbaupotenzial besitzt, welches gezielt genutzt werden muss.
Andere Studien und Erhebungen bestätigen dieses Ergebnis. Es ist kaum zu fassen, aber es stimmt leider immer wieder: In vielen Unternehmen werden solcherlei Maßnahmen völlig unkritisch und ungeprüft eingeleitet. Einfach um irgendwas zu tun und sein Budget für Jugendmarketing irgendwie zu rechfertigen. Ob und wie es dann genutzt wird, wollen die Verantwortlichen nach den ersten Messungen dann oft nicht mehr sagen.
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