Close to half of young adults in a new Axios|SurveyMonkey poll say they've heard at least a little bit about Clubhouse: 7% of 18-34 year-olds have heard “a lot,” 16% have heard “some,” and 20% have heard “not much.” Clubhouse’s awareness is particularly high among Blacks, 10% of whom have heard “a lot,” 14% of whom have heard “some,” and 22% of whom have heard “not much” about the service. Young adults of color are the most likely to have heard of Clubhouse.
Among those who have heard of Clubhouse, 46% have favorable and 44% have unfavorable views. Young adults have the most favorable views of the platform (55% favorable, 39% unfavorable), with opinions more consistent across all race groups.
All in all, 21% of those who have heard of Clubhouse (7% of people overall) have used the platform to listen to content. Among those who have, 86% view it favorably, and just 10% view it unfavorably.
Clubhouse users value it the most for its diversity and quality of discussions, its exclusivity, and its novelty. Men vs. women, and white vs. people of color express very similar views on what makes Clubhouse an appealing content platform.
Clubhouse vs. Everyone
A majority of people familiar with Clubhouse say the start-up is likely to become a serious competitor for the big social media companies like Facebook and Twitter (54%) as well as podcasts and streaming audio services, such as Spotify (52%).
But Clubhouse users are even more likely to anticipate Clubhouse will become a powerhouse, and in their view it has a better chance as a competitor to Spotify than to Facebook and Twitter. Eight in 10 Clubhouse users (80%) say the new service will likely become a serious competitor to podcasts and streaming audio, versus 66% who say it will likely become a serious competitor to social media companies.
In five years, half of Clubhouse users (51%) expect it to be more popular than it is now, while 36% expect it to be as popular as it is now.
Reality check: most people haven’t heard about what “everyone’s talking about”
- Just 3% of people have heard “a lot” about NFTs; 66% have heard “nothing at all”
- Just 4% of people have heard “a lot” about Clubhouse; 66% have heard “nothing at all”
- Just 5% of people have heard “a lot” about SPACs; 52% have heard “nothing at all”
For comparison:
- 40% of people have heard “a lot” about TikTok; 6% have heard “nothing at all”
- 11% of people have heard “a lot” about ETFs; 33% have heard “nothing at all”
- 9% of people have heard “a lot” about Ethereum; 50% have heard “nothing at all”
Read more about our polling methodology here.
Click through all the results in the interactive toplines below:
How closely do you typically follow the news about technology?
Gender Answer Total Male Female Unweighted N 4,284 1,945 2,248 Net Closely 68%73%63%Very closely 20%24%16%Somewhat closely 48%49%48%Net Not Closely 30%25%35%Not so closely 25%20%29%Not closely at all 6%6%6%No answer 2%1%2%Question wording: How closely do you typically follow the news about technology?Survey dates: –How much, if at all, have you heard or read about Clubhouse, the voice-based social media app?
Gender Answer Total Male Female Unweighted N 4,284 1,945 2,248 A lot 4%4%4%Some 11%13%9%Not much 17%17%18%Nothing at all 66%65%67%No answer 2%1%2%Question wording: How much, if at all, have you heard or read about Clubhouse, the voice-based social media app?Survey dates: –How much, if at all, have you heard or read about non-fungible tokens (NFTs)?
Gender Answer Total Male Female Unweighted N 4,284 1,945 2,248 A lot 3%4%1%Some 11%13%8%Not much 19%19%19%Nothing at all 66%63%69%No answer 2%1%2%Question wording: How much, if at all, have you heard or read about non-fungible tokens (NFTs)?Survey dates: –How much, if at all, have you heard or read about special purpose acquisition companies (SPACs)?
Gender Answer Total Male Female Unweighted N 4,284 1,945 2,248 A lot 5%7%2%Some 17%19%14%Not much 25%25%24%Nothing at all 52%47%56%No answer 2%1%3%Question wording: How much, if at all, have you heard or read about special purpose acquisition companies (SPACs)?Survey dates: –How much, if at all, have you heard or read about TikTok, the social media app?
Gender Answer Total Male Female Unweighted N 4,284 1,945 2,248 A lot 40%36%43%Some 39%41%36%Not much 14%14%14%Nothing at all 6%7%5%No answer 2%1%2%Question wording: How much, if at all, have you heard or read about TikTok, the social media app?Survey dates: –How much, if at all, have you heard or read about exchange traded funds (ETFs)?
Gender Answer Total Male Female Unweighted N 4,284 1,945 2,248 A lot 11%17%7%Some 29%31%27%Not much 24%21%27%Nothing at all 33%29%37%No answer 2%1%2%Question wording: How much, if at all, have you heard or read about exchange traded funds (ETFs)?Survey dates: –How much, if at all, have you heard or read about Ethereum, the blockchain cryptocurrency software?
Gender Answer Total Male Female Unweighted N 4,284 1,945 2,248 A lot 9%12%6%Some 20%25%14%Not much 19%18%20%Nothing at all 50%44%57%No answer 2%1%3%Question wording: How much, if at all, have you heard or read about Ethereum, the blockchain cryptocurrency software?Survey dates: –Overall do you have favorable or unfavorable views of Clubhouse?
Gender Answer Total Male Female Unweighted N 1,369 644 685 Net favorable 46%52%41%Very favorable 6%8%5%Somewhat favorable 40%44%36%Net Unfavorable 44%40%48%Somewhat unfavorable 36%34%38%Very unfavorable 8%6%10%No answer 10%9%11%Question wording: Overall do you have favorable or unfavorable views of Clubhouse?Survey dates: –In five years, do you think Clubhouse will be...?
Gender Answer Total Male Female Unweighted N 1,369 644 685 More popular than it is now 30%31%30%About as popular as it is now 38%41%36%Less popular than it is now 22%20%24%No answer 9%8%10%Question wording: In five years, do you think Clubhouse will be...?Survey dates: –How likely do you think it is that Clubhouse will become a serious competitor to social media companies, such as Facebook and Twitter?
Gender Answer Total Male Female Unweighted N 1,369 644 685 NET likely 54%53%54%Very likely 15%15%15%Somewhat likely 39%39%39%NET not likely 38%40%35%Not so likely 31%33%29%Not likely at all 7%7%7%No answer 9%7%10%Question wording: How likely do you think it is that Clubhouse will become a serious competitor to social media companies, such as Facebook and Twitter?Survey dates: –How likely do you think it is that Clubhouse will become a serious competitor to podcasts and streaming audio, such as Spotify?
Gender Answer Total Male Female Unweighted N 1,369 644 685 NET likely 52%52%51%Very likely 13%13%14%Somewhat likely 39%40%37%NET not likely 39%40%38%Not so likely 31%32%30%Not likely at all 8%8%7%No answer 9%7%11%Question wording: How likely do you think it is that Clubhouse will become a serious competitor to podcasts and streaming audio, such as Spotify?Survey dates: –Have you ever used the Clubhouse app to listen to content?
Gender Answer Total Male Female Unweighted N 1,369 644 685 Yes, a lot 5%5%6%Yes, some 15%17%13%No 75%74%76%No answer 5%4%6%Question wording: Have you ever used the Clubhouse app to listen to content?Survey dates: –What makes Clubhouse appealing to you? (Select all that apply.) (AMONG Clubhouse users)
Gender Answer Total Male Female Unweighted N 245 112 122 Diversity of discussions 35%35%38%Quality of discussions 33%31%33%Exclusive networking opportunity 26%25%29%Hot, new thing 25%34%16%Knowledgeable presenters 23%23%25%Audio-only format 20%20%22%Popular presenters 18%22%13%Star-powered discussions 14%14%15%Something else (please specify) 5%3%9%No answer 3%4%1%Question wording: What makes Clubhouse appealing to you? (Select all that apply.) (AMONG Clubhouse users)Survey dates: –Which, if any, of the following social media platforms do you currently use? (Select all that apply.)
Gender Answer Total Male Female Unweighted N 4,284 1,945 2,248 Facebook 68%62%75%Instagram 41%36%45%LinkedIn 25%28%23%Snapchat 23%19%27%Twitter 22%23%21%TikTok 20%16%24%Clubhouse 2%3%2%None of the above 16%20%13%No answer 2%2%2%Question wording: Which, if any, of the following social media platforms do you currently use? (Select all that apply.)Survey dates: –Which social media platform do you use the most often?
Gender Answer Total Male Female Unweighted N 3,480 1,501 1,917 Facebook 63%59%67%Instagram 14%13%15%LinkedIn 6%8%3%Snapchat 5%5%4%TikTok 5%5%4%Twitter 5%7%4%Clubhouse 0%1%0%No answer 2%2%3%Question wording: Which social media platform do you use the most often?Survey dates: –In five years, do you think NFTs will be...?
Gender Answer Total Male Female Unweighted N 1,390 688 656 More popular than they are now 31%33%29%About as popular as they are now 45%44%47%Less popular than they are now 17%17%16%No answer 7%5%9%Question wording: In five years, do you think NFTs will be...?Survey dates: –In five years, do you think SPACs will be...?
Gender Answer Total Male Female Unweighted N 2,089 1,063 976 More popular than they are now 22%24%20%About as popular as they are now 48%47%49%Less popular than they are now 19%21%17%No answer 11%7%15%Question wording: In five years, do you think SPACs will be...?Survey dates: –Now, thinking about all of your investments, including retirement savings at work, do you currently have money invested in stocks or mutual funds?
Gender Answer Total Male Female Unweighted N 4,284 1,945 2,248 Yes 52%57%48%No 43%40%46%No answer 5%3%6%Question wording: Now, thinking about all of your investments, including retirement savings at work, do you currently have money invested in stocks or mutual funds?Survey dates: –
