Nielsen Scarborough Study Looks At Podcast Audience
May 20, 2016 at 12:55 PM (PT)
A NIELSEN SCARBOROUGH study to be posted MONDAY (5/23) examines the makeup of the audience for podcasting. The study showed that podcast listeners are split evenly between male and female with most -- 70% -- being 18-44 years old.
The podcast audience is 39% more likely to be single, 44% more likely to be a college graduate and 33% more likely to be white-collar workers. The average household income of podcast listeners is $83,700, or $12,000 over the national average.
The study also notes heightened interest in investments and wealth management and charity donation among podcast listeners, and more active participation in athletic and outdoors endeavors like camping and biking as well as greater interest than average in health, nutrition, weight loss, and fitness.
More from the study will be available at 6a (ET) MONDAY at Nielsen.com.