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.
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.