Podcast Survey and demographics

The following is a wonderful extensive study presented back in May 2009.
It is produced by Edison Research. The presentation provides some excellent insights.

Some interesting stats here:

• Awareness of podcasting grew from 37% of Americans to 43%
• Podcast listeners are extensive social network users.
• One in four Americans indicated that they have ever downloaded and watched/listened to an audio or video podcast
• The number one reason given for podcast consumption was time-shifting–the ability to consume content whenever the consumer desires.
• Podcast consumers continue to be attractive advertising targets; yet are increasingly unreachable through traditional, interrupt advertising
• Podcast listeners are a highly educated and affluent
• Podcast consumers spend more than 7hrs per week on line.
• 18-44 male listeners tends to be the major consumer demographic
• Power watching is an interesting term

The suggest that 27M Americans have listened to a podcast because they want to listen or watch content when ever they want to. They (Americans) lke the time shifting convenience.

With recent sales calls that we at Knowledge Hemispheres have made in the UK, we notice that there is still limited awareness of what a podcast is! However, this may change as the purchase of MP3 players continues to rise. It is also worth considering how much is downloaded Vs how much is watched/listened to ondemand.

It would also be interesting to see what type of podcasts are popular.

Let us see what the shifts will be in 2010?

Popularity: 12% [?]