“If Boomers’ levels of listening to podcasts matched that of younger groups, even just 35-54 year olds, their numbers could exceed 150 million monthly listeners. Boomers have the tools to listen and the interest, now the podcast industry just needs to finish the education process.” — Larry Rosin, Edison Research President
Despite owning the tools, Boomers remain an underrepresented demographic in podcast consumption. The opportunity? Educate and entice this tech-equipped group.
While podcast listening has surged recently in the U.S., the 55+ demographic hasn’t adopted the habit at the same rate. Seventy percent of Boomers know about podcasts, but less than half have tried one. Over half of Boomers already listen to other online audio, implying immediate upside potential for podcasting. Boomers have the tools to listen to podcasts, with four in five owning a smartphone and more than 60% owning a smart TV. The challenge is to get them to use these devices for podcast listening. This report offers insight into listening habits and preferences of Boomers, and features qualitative interviews with Boomer listeners.
