Clubhouse app survey 2021

Entrepreneurs are the most active users of the app — 35% of them spend more than half an hour in the app, while only 23% of executives do the same. 50% of users express concern about possible loss of a sense of exclusivity. Only one in five people is concerned about cybersecurity issues. This is evidenced by the results of the study performed by Sensemakers and MINDSMITH.

"Clubhouse is, first of all, a tool, and we, as users, have not yet fully realized its full potential. New features and application scenarios appear almost every day, and most content authors have not yet warmed up to the app, or have not even have time to test Clubhouse. This is one of the main problems of Clubhouse: the app has not yet accumulated a critical mass of content authors who have something to say and, most importantly, who would be interesting to listen to.”

Gor Nakhapetyan,

Sensemakers Co-founder

Key findings

1. Executives tried it and were disappointed, while entrepreneurs are actively studying the new format.

The most extensive and at the same time the most disappointed audience of Clubhouse is top managers and company executives. Entrepreneurs are the most active users of the app — 35% of them spend more than half an hour in the app, while only 23% of executives do the same.

2. The audience came to listen to celebs, but those who remained to chat were entrepreneurs and creative professionals.

Despite the fact that the vast majority of respondents are leaders, executives and entrepreneurs — the majority of the respondents consider the opportunity not to speak out, but to listen to experts as the dominant reason for joining Clubhouse. In terms of breakdown by occupation, managers and top management reacted to celebs (72%) and expertise unavailable elsewhere (32%). On the contrary, entrepreneurs and creative professionals considered the application as an opportunity for informal communication, promotion, and interaction with a foreign audience.

3. The popularity of Clubhouse may end by the summer, especially if the content quality drops and the sense of exclusivity disappears.

Although 67% of the respondents agree that the popularity and hype around Clubhouse will last up to 6 months, nevertheless, a third of the respondents expect that in a year the app will remain a matter of public discourse. The “fan” audience of Clubhouse consists of 46% of entrepreneurs, while only 28% of executives and 26% of office workers agreed with the above statement.

Regarding the possible reasons for the decline in the popularity of Clubhouse on a 6-month horizon, the respondents name the decrease of the quality of content with the accumulation of the audience and the sense of exclusivity fading away. Only 12% of users felt that the popularity of the app would not fall.

4. The most active part of users is concerned about the poor content quality and lack of understanding of how to monetize the app. Only one in five people is concerned about cybersecurity issues.

For the majority of the audience, such as executives and representatives of the older age group, the substantive dissatisfaction is associated with the poor quality of speakers and moderation. This problem was the most likely reason for users to abandon the app: “dormant” users most often cited the problem of poor quality of speakers and room moderators among their concerns. However, most Clubhouse fans (32%) cited a lack of understanding of how to monetize the app as the main cause of concern. Only 19% of users were concerned about cybersecurity issues and data leaks, 10% — about the inability to stop speech recording, and only 5% are afraid of identity fraud.

5. Most are ready to listen, but not ready to create any content. An active minority is widely considering possible scenarios for using Clubhouse in business, but no consensus has yet been found.

53% of respondents saw Clubhouse as an alternative to radio stations and podcasts, and 45% — to online conferences. However, while the vast majority of the least active audience (64%) considers Clubhouse as an opportunity to distract themselves from their routines and listen briefly to experts, the app fans look at the possible areas of using Clubhouse much wider. Although the alternative to radio (57%) and online conferences (52%) still prevails in this group, about a quarter of active users consider Clubhouse as a replacement for business events, PR services and personal brand development agencies, and even offline conferences. It is noteworthy that office employees and managers are the least likely to consider the app as a platform for corporate employee interaction.

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Authors and methodology

Sensemakers, supported by the MINDSMITH technology think tank and Social Business Group, conducted a survey as part of the Clubhouse app audience study. The survey was conducted between February 23 and February 27, 2021. A total of 565 respondents were interviewed during this period.

MINDSMITH was founded in 2018 as a technology think tank. The company specializes in research, intensive educational courses and strategic consulting in the field of high technology.

Social Business Group conducts research at the intersection of Internet sociology, interaction of local groups, NGOs, business and the state in solving current social problems. The SBG team provides expert services for evaluating research results, auditing methodological solutions, and assisting in planning, selecting methodological solutions, and conducting research.

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