Edison/Arbitron Study Examines Podcast Users
April 25, 2008 at 10:22 AM (PT)
Research conducted by ARBITRON and EDISON MEDIA has found that the audience for both audio and video podcasts has grown tremendously since last year. Those who have ever downloaded and listened to an audio podcast grew from 13% to 18%, with 9% of them having downloaded and listened to an audio podcast in the past month. Also, video podcast consumption grew from 11% to 16%, and over one in five Americans have ever downloaded and consumed either an audio or video podcast.
The research has also found that the Time Spent Listening on podcasts is approximately 90 minutes longer per week than it is for other online audio. While the increased interest in audio content is one reason for that statistic, another reason can be attributed to additional listening occasions and opportunities in settings where online audio was not previously consumed.
Podcast consumers are portrayed here as sought-after advertising targets. They're far more likely to have attained at least a college degree, and are also more likely to live in households earning in excess of $75,000 per year, than those who don't listen to podcasts. Podcast listeners are more frequent online shoppers and spend more money online, but they're also far more likely to block pop-up ads, spam, and use non-traditional means to view television.
Last but not least, podcast fans are definitely into with social networking. Over 25% of them have a profile on MYSPACE, and the percentage of podcast consumers with profiles on other social networking sites is significantly higher than the percentage of non-podcast consumers. Predictably, they also spend markedly more time on the Internet every day than the average American.
For more specifics, check out EDISON MEDIA's Infinite Dial.