The Podcast Consumer Revealed: An Exclusive Early Look at the Growing Podcast Audience

This study, taken from the recently released Arbitron/Edison Media Research Internet and Multimedia 2006 survey, is the first detailed, publicly available data on the 11% of the country who have listened to a podcast (by any name). Edison first presented this data at the Corporate Podcast Summit in San Francisco on June 21st, 2006, and are now pleased to make this data available in two forms–the actual slide presentation, and a podcast of the slides plus the accompanying presentation from Edison Vice President Tom Webster.
Among the intriguing findings of this study:

  • 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).
  • Podcast listeners are very well educated, have higher than average household incomes, and represent a very attractive advertising target for both online AND local retailers.
  • While podcast listeners are much more likely to block unwelcome advertising than the general public, they are no less likely to click on relevant advertising than other Internet consumers.

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