Study Shows Podcast Audience Mostly Male
May 16, 2007 at 12:08 PM (PT)
COMSCORE released the results of a study profiling the ITUNES podcasting audience. The study, sponsored by mobile advertising enabler AD INFUSE, focused on those users who downloaded podcasts via ITUNES in OCTOBER 2006. An analysis of the ITUNES podcasting audience revealed that males represented a significantly larger share (63%) of the audience than did females (37%). In addition, 18-24-year-olds represented a substantial share of the audience (29%) and were more than twice as likely as the average Internet user to download podcasts. People between the ages of 35-54 represented about half of the podcasting audience and were also more likely than average to download podcasts.
"The COMSCORE study reveals significant advertising opportunities among several consumer segments," said SVP/Media And Entertainment Solutions NICK TABBAL. "While the conventional wisdom says that only young, tech-savvy consumers are downloading and listening to podcasts, there is also a sizable market among 35-54-year-olds, indicating that the audience is broader than previously thought."