Bridge Ratings: Podcasting Up In Younger Demo, But Down Overall
May 22, 2006 at 4:55 PM (PT)
BRIDGE RATINGS’ monthly study of a panel of podcast users indicates that overall use dropped to 49% of the total sample ages 12-64, which is down from 52% in APRIL and 61% during JULY 2005. The sample represents 8% of a total sample of traditional radio users interviewed.
"Bright spots for the technology," explained BRIDGE RATINGS Pres. & CEO DAVE VAN DYKE, "were the 12-24 year old demographic which had a sharp upswing in use compared to our last study in APRIL, moving 53% to 60%, and 25-34 year olds which improved from 45% to 49% when asked 'Have you listened to a podcast in the last 30 days.' When asked ‘why’ they were spending more time with podcasts, 58% of the 12-24 year olds and 20% of the 25-34 year olds indicated they had more free time, while 27% of the 12-24 year olds and 46% of the 25-34 year olds said they 'found better podcasts to listen to.'" Podcast use among those 35 and older continue to decline.
For the full study, click here.