MarComedy: Don’t make me laugh

For what tickles my fancy in media, communications and life in general.

New Podcast listener data from comScore

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Here’s some interesting data I came across and wanted to share.

A new study from comScore presents some revealing, but intuitively correct, findings on Podcast use (in this case, through iTunes). The source article can be found here.

The main top line finding showed that:

males represented a significantly larger share (63 percent) of the iTunes podcasting audience than did females (37 percent).  In addition, 18-24 year olds represented a substantial share of the audience (29 percent) 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.

Here’s the full list of demographic results:

Demographic Profile for iTunes Podcasting Audience (October 2006)

Demographic

Total Internet

Total Podcast Audience

 Total Podcast Audience Index

Gender          

  Male

51%

63%

125

  Female

49%

37%

74

Age

  18-24

14%

29%

203

  25-34

20%

14%

68

  35-44

24%

27%

113

  45-54

22%

23%

103

  55-64

13%

5%

41

  65+

6%

2%

29

 Source: comScore, Inc., May 2007

And here’s the data on listener education and household income:

Demographic Profile for Podcasting Audience (October 2006)

Demographic

Total Internet

Total Podcast Audience

Total Podcast Audience Index

Household Income      

  Less than $25,000

9%

7%

78

  $25,000-$50,000

21%

16%

77

  $50,000-$75,000

29%

27%

95

  $75,000-$100,000

17%

19%

109

  $100,000+

24%

31%

128

Education Level   

  High School

28%

25%

89

  Some College/Assoc Degree

34%

28%

82

  College/Graduate Degree

37%

47%

125

Source: comScore, Inc., May 2007

Among the more interesting findings for me is the 50% share of audience commanded by the 34-54 demographic and by the 32% share with $100,00+ household income.

The study’s authors, rightly I believe, argue that this is due to the fact that many of the top podcasts are business or educational in scope and this swath of the audience will, generally, be in professional roles where thought leadership is a necessary function.

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Written by Jonathan Dunn

June 2, 2007 at 10:16 am

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