We recently asked Packet Pushers listeners and readers to participate in our annual Audience Survey. Almost 500 people responded to the survey. That’s all kinds of fantastic! We’re excited and thankful that so many of you took the time to give us feedback.
Here’s a few survey highlights about the listening habits and demographics of the Packet Pushers community.
The Packet Pushers network publishes four to five podcasts a week, and each podcast is typically 45 to 60 minutes long. That’s a lot of information to absorb, and we’re always curious where we are in the Goldilocks zone: too much, too little, or just right?
In terms of podcast length, it looks like we’re doing pretty good, with just over 76% saying they listen from start to finish. Frankly, given the limited time that people have, that’s a great result.
The survey results also demonstrate that most listeners are keeping up with the volume of shows we produce. Just over 60% listen to most shows or every show. And almost a quarter of respondents are catching about half of our shows. That’s a very high level of engagement compared to other media.
The Packet Pushers business is built on sponsorships, and those sponsors are looking for a return on the money they spend with us. It should be a fair deal. So we asked listeners if they’ve ever reached out to a vendor they heard about on a podcast.
Turns out 56% have either directly contacted a vendor, or told someone else in their company who did.
I think that result reflects our approach to sponsorship: it’s not just about promotion. We dig into the technology and use cases of a sponsor’s product or service to help listeners decide if it’s something that’s going to help them or solve a problem. We also try to make our sponsored shows as educational and informative as the unsponsored deep dives into core networking concepts, infrastructure, and emerging technologies.
Most of our listeners are based in North America (60.3%), followed by EMEA at 28.5%, with the remainder divided among APAC and Central and South America.
As to where those listeners work, of the 30 or so categories we listed, the top 5 are:
- Enterprise: 29%
- Technology vendor: 19.2%
- VAR/SI/MSP: 17.1%
- Service provider/carrier: 13.1%
- Cisco partner: 11.8%
- Independent contractor: 7.8%
In regard to professional roles, here’s the 5 that gathered the most responses:
- Senior network engineer: 38.3%
- Network designer or architect: 35.3%
- Consultant: 19.9%
- Technical team lead: 16.1%
- Junior or mid-level engineer: 16.1%
The tech media industry is foggy and turbulent. While Packet Pushers have an idea of where we want to go, some days it feels like we’re flying by the seat of our collective pants.
So far we haven’t crashed into a mountain, and the survey provides valuable instrumentation to help us steer in the right direction. Thanks again to everyone out there listening and interacting.