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Podcast consumption statistics

Posted by Michael Bloch in online world (Friday July 14, 2006 )

New research states that just over 9 million online adults in the USA have downloaded an audio podcast and 5.6 million a video podcast during a recent 30 day period.

This represents 6.6% and 4% of the total US adult online population respectively.

Nielsen//NetRatings, who released the report, go on to state that as with most new technology, younger adult Internet users (18 – 24 age group) are the biggest consumers of audio podcast media, although when it comes to video podcast consumption the 25 – 34 age bracket lead.

An earlier report from Arbitron/Edison Media Research based on data collected between January 13 to February 12, 2006 stated that 20% of Americans who have ever listened to an audio podcast are aged 12 to 17, and 53% are under the age of 35.

Just to clarify these statistics – audio podcasting does not include the downloading of individual songs or or music MP3’s.

Late in June, research firm Ipsos reported that approximately 20% of Americans aged 12 and over own portable MP3 Players and one in 20 own more than one. Dang, and I’m still yet to own one myself – although the rest of my family each have one.

I must admit, I’m still very much addicted to the written word; I’d much rather read the news, whitepapers and articles than hear or watch this sort of content. It’s an addiction I will no doubt need to get over pretty soon in order to keep up with new marketing methods. The once relatively silent online world is starting to get pretty darn noisy :).

I’m curious – if I were to record my blog posts as podcasts once a week; would any of you listen to them? Can you handle an Aussie accent? Let me know :).


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