Webinar Looks At The Podcast Consumer
May 26, 2016 at 11:53 AM (PT)
EDISON RESEARCH offered a webinar on the podcast consumer TODAY (5/26), with VP/Research TOM WEBSTER running through statistics from EDISON and TRITON DIGITAL's Infinite Dial and Share of Ear studies.
Among the statistics offered from the Infinite Dial were numbers showing how podcasting has gone mainstream, with 55% aware of the term "podcasting" and 36% of the population -- 98 million -- having listened to a podcast at some point. Younger audiences are growing rapidly, and while men remain the majority of listeners -- 56% -- women's share is growing. 13% of Americans are listening to podcasts on a weekly basis, up from 10% last year, but the demographics are actually getting less educated and affluent, which indicates that the audience is becoming more closely aligned with the general public rather than an elite segment.
Podcast listeners listen to an average of five podcasts per week (a drop from six last year), representing four hours and 10 minutes of podcasts, and 71% of that listening is on mobile devices, while 21% are listening in cars; 55% of podcast listeners listen to downloaded shows within the first day and 18% more listen within 48 hours. The study also indicated that podcast consumers are more likely to follow brands on social media.
In addition, 49% of podcast listeners own an iPHONE and 41% own ANDROID phones (although WEBSTER noted that the numbers do not mean that the listeners are using their phones to listen); WEBSTER said that Android is catching up and that listening profiles between users of the two platforms are similar.
From the Share of Ear study, podcast listeners are shown to use more audio per day, and the podcast listening comes out of AM/FM's share -- among podcast listeners, 32% of audio listening time goes to podcasts, while 25% goes to AM/FM (as opposed to 54% among the total public).
WEBSTER pointed at the difference between radio's reach and podcasting's "reachability," saying that the latter is a highly desirable advertising target which is "extremely difficult to be reached in any other way" but via podcasts. He also noted the difficulty of defining whether a show like "THIS AMERICAN LIFE" is a podcast, a streaming show, or a radio show, since it is available in each form. And he offered a "confident maybe" in predicting that "this is the time" podcasting enters the mainstream as a viable competitive medium.