Who is listening to podcasts? What are the demographics of podcast listeners? I've been asking these two questions in an effort to better understand the podcasting landscape and get some insight into how I operate the Geeks and God Podcast (tech podcast) and the Super Average Podcast (every person podcast). What I found, both personally and in statistics, surprised me on some fronts and reinforced some notions on other fronts.
The first two studies I came across were from Edison Media Research that asked this question back in 2006 and 2007. Then we throw in the study done by the Pew Internet & American Life Project from 2006 and CNET and we have some interesting findings. Here are a few of the conclusions:
- Podcast listeners are very well educated, have higher than average household incomes. (This makes sense since they would have the faster computers, the higher speed Internet connections and the disposable income to buy ipods or other mp3 players)
- 11% of the survey indicated that they had ever listened to a podcast as defined and 21% of persons age 12-17 have done so. (These numbers are from 2006. In 2007 the 11% rose of 13%. I find this age breakdown interesting because it shows the market has potential.)
- Men are almost twice as likely to have downloaded a podcast.
- People age 30-49 were just as likely to download a podcast as those 50-64. And, the 18-29 age bracket was only slightly more likely (2%) to download a podcast. (This distribution surprised me and isn't entirely consistent across all studies)
- Podcasts are popular with mac users and trekkies.
Since these studies were published the podcasting landscape has changed. The Zune has not only launched but started to take some market share. The Zune marketplace is now sharing podcasts. iTunes and iPods have grown in market penetration. And, with a Hollywood writers strike for several months there was an increase in Internet media use. This all means the market has grown.
On a personal side of things I've found some interesting trends in the people around me. For example, those who were more likely to listen to talk radio listened to podcasts. And, there are many young people who don't know about podcasting. I know a number of high schoolers and college freshmen who don't know about podcasting other than the term they have herd people throw around.
This is just my initial round of reading into this. Has anyone gleaned some insights about podcast listeners or know of some other studies worth reading? If podcasters can better understand their audiences and potential audiences they can reach more people.
Teens
I've noticed the podcast use and knowledge within teenagers isn't as high as I expected too.
I'm 16, and know that only a few of my classmates and schoolmates use podcasts. Many have a vague idea what one is, but very little regularly subscribe to them.
When I've told some friends to listen to a podcast, I sometimes get the reply of "How much does it cost?" Alot of people have a hazy idea of what a podcast is, and don't realise what a simple concept it is.
Just remember though, I am in Australia, and, technology wise, we tend to be slightly behind you Americans - so I can see podcast use growing in the future!
Paul
Same In America
In my experience it's not that different in America. Studies say it's over 20% but I'm not sure that many get it. I've spoken to my sister (just graduated high school) about this and she has the same take you do.
I remember being in school and it was hard to learn new technology. Schools were well behind the curve and so were my parents. Where is a kid supposed to learn?
Any ideas how to spread the word and make podcast adoption easier for you younger folk?
Wrong Idea
I think many have the wrong idea about what a podcast is.
Especially in iTunes. To get to the podcast, you have to go through the iTunes store, which scares many people off - it's usually the untouched button on many people's iTunes as they're scared of all this online music buying business. Being in the store also makes the podcasts seem as though they aren't free. I also think you need a iTunes account to download a podcast through iTunes, and those accounts usually require a credit card to open, further dissuading people from what should be a simple and easy act of listening to a podcast.
I think many people would be surprised to learn they have actually listened to a podcast before without realising it - any reguarly published online audio, i guess, is technically a podcast, and many people would have listened to thinks such as that using browser players. However, the move to iTunes is often scary for most people, as they have a fear of online commerce.
Time For A Change
Maybe it's time for a change...
the "pod" curse
One of the things that I keep running into amongst non-tech people, is the misnomer that, in order to listen to a podcast, you need an iPod. I have a feeling that's a major reason why podcasts haven't expanded beyond their current market share.
Netcast
Should we start referring to them as netcasts? That's a term Leo Laporte starting using some time ago.
Something tells me that we need a campaign to show everyone just how easy, free, and not ipod related they are.
I, also, think that one of the difficulties is Windows Media Player not supporting podcasting out of the box.
My teen never listens to podcasts
Podcasts has replaced tv for me. My teenage daughter could care less about them. Knows the term or at least has heard it before, but doesnt know exactly what a podcasts is.
Talk Radio?
I wonder how much of this relates to talk radio. I don't know many kids (and I didn't when I was a kid) who listened to talk radio. It so often seems like it's about the music when it comes to audio.
As I have gotten older I started listening to talk radio. That's what podcasts are like. I wonder how these demographics relate?
I know that my mom, who loves talk radio, is embracing podcasts even though she isn't very good with technology. She loves it for the same reasons she loves talk radio and how it's on demand. My younger sister, who is decent with tech but isn't into talk radio, doesn't really care about them. She is more interested in free music over the Internet.
Talk radio got me started.
I started listening to podcasts when I could not get the radio show Rush l and wanted I looked for a way to record it. Podcasts was the only way to get it. Now I am hooked on podcasts!!!!! With this new service I can listen to things that keep me focused on good thinking.
Tim