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Market Research: PODCAST Listening Jumps Significantly
According to the good folks at Edison Media Research Podcast listening is definitely up
Principle Findings:
The audience for both audio and video podcasts has grown tremendously since last year. Americans indicating that they have ever downloaded and listened to an audio podcast grew from 13% to 18%, while video podcast consumption grew from 11% to 16%. Furthermore, 9% of Americans have downloaded and listened to an audio podcast in the past month, a figure that equates to 23 million Americans. Over one in five Americans have ever downloaded and consumed either an audio or video podcast.
Podcast listeners enjoy additional listening opportunities. The time spent listening to all forms of online audio for podcast listeners is approximately 90 minutes longer per week than it is for other online audio consumers. While some of this may be due to increased interest in audio content in general, at least part of this increased listening is attributable to additional listening occasions and opportunities in settings where online audio was not previously consumed. The portability of podcasts has enabled new contexts and environments for listening to downloadable audio.
Podcast consumers are extremely attractive advertising targets, though difficult to reach via traditional interruption models. Podcast users are far more likely to have attained at least a college degree, and are also more likely to live in households earning in excess of $75,000 per year, than Americans who have not consumed podcasts. Furthermore, Americans who have watched or listened to a podcast are more frequent online shoppers and spend more money online than other Americans. Podcast listeners and viewers are also far more likely to block pop-up ads, SPAM, and use non-traditional means to view television.
Podcast consumers are heavily involved with social networking. Over a quarter of persons 12+ who have ever consumed an audio/video podcast have a profile on MySpace, and the percentage of podcast consumers with profiles on other social networking sites is significantly higher than the percentage of non-podcast consumers. Podcast consumers also spend markedly more time on the Internet every day than the average American.
Principle Findings:
The audience for both audio and video podcasts has grown tremendously since last year. Americans indicating that they have ever downloaded and listened to an audio podcast grew from 13% to 18%, while video podcast consumption grew from 11% to 16%. Furthermore, 9% of Americans have downloaded and listened to an audio podcast in the past month, a figure that equates to 23 million Americans. Over one in five Americans have ever downloaded and consumed either an audio or video podcast.
Podcast listeners enjoy additional listening opportunities. The time spent listening to all forms of online audio for podcast listeners is approximately 90 minutes longer per week than it is for other online audio consumers. While some of this may be due to increased interest in audio content in general, at least part of this increased listening is attributable to additional listening occasions and opportunities in settings where online audio was not previously consumed. The portability of podcasts has enabled new contexts and environments for listening to downloadable audio.
Podcast consumers are extremely attractive advertising targets, though difficult to reach via traditional interruption models. Podcast users are far more likely to have attained at least a college degree, and are also more likely to live in households earning in excess of $75,000 per year, than Americans who have not consumed podcasts. Furthermore, Americans who have watched or listened to a podcast are more frequent online shoppers and spend more money online than other Americans. Podcast listeners and viewers are also far more likely to block pop-up ads, SPAM, and use non-traditional means to view television.
Podcast consumers are heavily involved with social networking. Over a quarter of persons 12+ who have ever consumed an audio/video podcast have a profile on MySpace, and the percentage of podcast consumers with profiles on other social networking sites is significantly higher than the percentage of non-podcast consumers. Podcast consumers also spend markedly more time on the Internet every day than the average American.
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