Edison Research/Triton Study Looks At 'The Podcast Consumer 2015'
June 25, 2015 at 3:11 PM (PT)
EDISON RESEARCH and TRITON DIGITAL's INFINITE DIAL study has spawned a detailed look at podcasting. Among the revelations in "The Podcast Consumer 2015," awareness of the term "podcasting" is flat at 49% (it has remained in the 43-49% range since 2009), and the percentage of those who have ever listened to a podcast is up to 33%, a peak, from 30% in 2014 and 27% the year before (which was a decine from 2012's 29%).
The percentage of those who have listened to a podcast in the last month is also up slightly, from 15% to 17%; among that group, exactly half are men and half are women. The audience is tilted towards young adult demos (age 25-34 is 20% vs. 15% in the general population).
But podcast consumers are more affluent than the general population, with 14% making $150,000 or more (versus 8% in the general population) and 12% in the $100,000-150,000 category (vs. 8%); they are also more likely to have a college degree or graduate school experience.
Weekly podcast consumers, the study says, listen to an average of six podcasts per week; interestingly, among the general population, only 10% were aware of "SERIAL" and only 3% actually listened to the show. Smartphone ownership tends to correlate to a greater likelihood of listening to a podcast (22% to 8%), and consumers are more likely to listen to podcasts on a mobile device than on a computer (64% to 36%). And podcast listeners are more likely to listen to streams or podcasts through their car audio systems.
See the full study by clicking here.