Podcast Research · July 14, 2006

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

By Tom Webster

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.

This 35-minute presentation is loaded with new, previously unreported facts on who these people are, what they are listening to and their buying habits. For more information, please contact Tom Webster.

Edison Media Research - Edison Media Research Podcasts - Edison Media Research Podcasts
Click to download The Podcast Consumer Revealed on iTunes

Download the complete Podcast (requires Quicktime or another player compatible with Enhanced Podcasts. Please enlarge your viewer to read the data slides, or follow along with the PDF, below)
Download the Presentation Slides only

Get our latest insights delivered to your inbox.