Who Listens to Podcasts Anyway?

There’s some interesting data in this post on Podcast User Demographics at eMarketer. Did you know, for example, that in October 2006, households with incomes >$100K accounted for 24% of Internet users, but 31% of iTunes podcast downloaders? In fact, there’s a big market among 35-54 year-olds for podcasts, on many topics.

One of eMarketer’s analysts points out:

“One of the medium’s strengths is that regular followers are hugely interested in the topic of a given podcast, be it comics or cash management, allowing for a deeper host-listener (and therefore brand) relationship than is possible with a general audience – or a composite picture of one.”

Of course, just because someone has downloaded a podcast doesn’t mean that he-or she-will listen to it. Good content and relevance are keywords here, just as they are in other media. And I feel compelled to add that these are national figures, so downloading of your institution’s podcasts may vary. A lot.

Posted by Michael Stoner
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