Perspectives, News & Opinions From The Researchers At Edison

The Podcast Consumer 2012

Entry by Tom Webster | Tuesday, May 29th, 2012 | Permalink

The Podcast Consumer 2012 is the seventh study in as many years of audio and video podcast consumption in America from Edison Research and Arbitron. This study is derived from the 20th study in the Edison/Arbitron Internet and Multimedia Research series, and is based upon a national, representative sample of 2,020 Americans 12+. The study looks at demographics, usage and other behaviors related to podcast consumption and the podcast audience.

Among the main findings:

* The percentage of Americans who have ever listened to an audio podcast is 29%

* Similarly, 26% of Americans 12+ have ever viewed a video podcast

* The podcast audience is significantly more likely to have viewed television programming through non-traditional means

* One in four podcast consumers plug their MP3 players or smartphones into their car audio system “nearly every day”

This study was originally presented by Edison Research VP of Strategy and Marketing Tom Webster, and can be viewed and or downloaded below.

The Podcast Consumer 2012
View more presentations from Edison Research

How the study was conducted

A total of 2,020 persons were interviewed to investigate Americans’ use of digital platforms and new media. From January 20 to February 19, 2012, telephone interviews were conducted with respondents age 12 and older chosen at random from a national sample of Arbitron’s Fall 2011 survey diarykeepers and through random digit dialing (RDD) sampling in geographic areas where Arbitron diarykeepers were not available for the survey. Diarykeepers represent 45% of the completed interviews and RDD sampled respondents represent 55% of the completed interviews. The study includes a total of 500 cell phone interviews.

21 Responses to “The Podcast Consumer 2012”

  1. [...] is a new report out from Edison about the Podcast Consumer in 2012. Here are some [...]

  2. [...] about the state of podcasting, check out the new special report from Edison Research and Arbitron: The Podcast Consumer 2012 (May 2012). Question: How do you think a podcast might fit into your platform goals? You can leave [...]

  3. Ileane says:

    Thanks for putting together all of this incredible research.
    Is there a difference between subscribing to a YouTube channel and subscribing to a podcast? I think they are the same….except you can’t get the videos from the iTunes store unless the content creator makes them available. But ‘technically’ speaking having a YouTube channel is a video podcast.

  4. [...] on the real numbers, a recent study by Edison Research’s Tom Webster “The Podcast Consumer 2012” podcasting is continuing to grow at a significant rate. Fold that in with the fact that mobile [...]

  5. [...] plug their MP3 players or smartphones into their car audio system “nearly every day.” Source: http://www.edisonresearch.com/home/archives/2012/05/the-podcast-consumer-2012.phpFrom 2005 through 2007, I had argued that podcasting was still in it’s infancy stage. From [...]

  6. [...] Research, in its 2012 State of Podcasting Report, indicated that podcasting has clearly reached the mainstream, and that 1 in 6 smartphone owners [...]

  7. [...] Research, in its 2012 State of Podcasting Report, indicated that podcasting has clearly reached the mainstream, and that 1 in 6 smartphone owners [...]

  8. [...] to Edison’s Podcast Consumer Research presented last May, nearly 30% of Americans have listened to a Podcast — a number that’s [...]

  9. [...] thinking “But Mike, aren’t Podcasts dead?” Not according to Chris Brogan and  Edison Research which shows that 29% of Americans have listened to a podcast and one in six Americans have [...]

  10. [...] recent report from Edison Research indicates that, while overall awareness of podcasts has remained flat, the percentage of people who [...]

  11. [...] – Podcasting is basically like creating an audio blog. It isn’t huge… yet. Still, Edison Research found that 29% of Americans had listened to a podcast in 2012. Smart phones are making them [...]

  12. [...] Thinking about starting your own podcast? Here are some statistics on podcast consumers: Look at this 2012 report on podcasting by Edison Research: [...]

  13. [...] Thinking about starting your own podcast? Here are some statistics on podcast consumers: Look at this 2012 report on podcasting by Edison Research: [...]

  14. [...] found by your target audience is the first step. While a recent Edison Research study on the Podcast Consumer found awareness of podcasting has grown 105% since 2006 from 22% in 2006 to [...]

  15. [...] are increasing in popularity.  Last year, Edison Research released their findings on how much podcasts have grown as a new form of media consumption.  Since 2006, it appears that the number of people who were [...]

  16. [...] podcast.In the past 8 years since their introduction, podcasts have become more and more popular. A 2012 study of 2000+ Americans ages 12+ shows that 29% have listened to a podcast – a figure that has been increased by 9% since [...]

  17. [...] Edison Research’s findings in The Podcast Consumer 2012, a yearly survey done by the research firm. This year’s findings include the [...]

  18. Joanna Smith says:

    Hello, I’m interested to understand more about podcast consumers in the US among the business community. Do you have any data relating to the job function or industry for podcast consumers in the US?

    Many thanks
    Joanna Smith

  19. […] to an Edison Research and Arbitron report in 2012, podcasting is becoming one of the more viable methods for acquiring and retaining […]

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