The podcast audience is…
- Typically male.
- Typically younger - although half of podcast viewers fall in the 34-54 age range
- Typically well-to-do – 77% have household incomes exceeding $50,000 and 31% report incomes over $100,000.
- Typically well-educated with 47% having a college or graduate degree and another 28% with some college or an associates degree
- Typically internet savvy with those who’ve been online longest more likely to have downloaded a podcast.
Where are They Finding Your Podcasts?
75% of all podcast downloads are through iTunes.
But How Big, Really, is the Market AND are They Worth Pursuing?
As of last August (2006), podcast listeners still accounted for well under 20% of the overall internet audience but one perhaps well worth engaging because, as eMarketer’s James Belcher states:
One of the medium’s strengths is that regular followers are hugely interested in the topic of a given podcast, be it comics or cash management, allowing for a deeper host-listener (and therefore brand) relationship than is possible with a general audience — or a composite picture of one.
So yeah, if a young, affluent, educated and savvy audience is your thing, then maybe you should think about adding podcasting to your mix of communication offerings.
References:
This post was based on information reported by eMarketer who cite a May 2007 news release from comScore and a report on podcasting compiled by the Pew Internet and American Life Project.
