Those that attended got a firsthand look at who uses podcasts and how they use them. Some key points, as highlighted on Twitter at #poddata inlcuded:

• 1 in 5 Americans (22%) have listened to a podcast.
• 59% men 41% women, 18-44 demo = 60% of podcast users.
• Most downloadable media is consumed via desktop, mobile growing.
• Podcast users are very active on social networks – mainly Myspace and Facebook
• 24% of podcast consumers feel “emotional connection” with their favorite podcasts.
• Podcast consumers are more receptive to advertisers heard in podcast vs heard via internet radi.
• Producers need to do a better job of selling the portable aspects.

…and so many more.

If you missed the webcast never fear. Here it is for your viewing pleasure.

The Podcast Consumer Revealed 2009

Download the slides.

Thanks very much to all who made this possible, especially Tom Webster of Edison Research. Thanks also to Arbitron and Chris MacDonlad of the ADM.

However, once you look past the “glass half empty” headline you’ll see real opportunity. Opportunity to do so much better. Opportunity that was really the reason a group of forward thinking people decided to form the Association for Downloadable Media.  How about, “Podcasting Not Too Profitable…Yet!”

First, let’s look at some of the facts about podcasting consumption. After all, you can’t make money on a product or service unless there are people using it, right? Well podcasting is being used…alot. This fact will be reinforced by data to be presented during our May 21st webcast with Edison Research’s Tom Webster and that same fact was noted in data the aforementioned eMarketer have themselves touted as recently as March 9th of this year. “As a percentage of Internet users, podcast downloaders will grow from 9% in 2008 to 17% in 2013.”

To be clear, when eMarketer states that “The appetite for podcasts is fairly light” they are referencing the appetite of media buyers, not podcast users. So, it’s not a matter of finding audience, it’s a matter of increasing the appetite of advertisers for, or even making them aware of the existence of, that audience.

We must seize the opportunity. Or as Tom Webster says in his Infinite Dial post, “Projections generally describe a possible future–perhaps even a probable future–but not the only future. The key is, what are podcasters going to do to change it?” Downloadable media producers (in this case podcasters, must work harder, whether it’s  an organized manner through the ADM, or by individually approaching advertisers to sing the praises of reaching consumers through this new and highly personal medium.

While eMarketer* “projects” ad spending will increase to $43 million in 2013, we will continue to champion a medium that is growing in appeal and audience to those that seek to reach that audience. Enough so that the current projection looks like chump change when we look back at it.

(*Update: As noted below the “projection” was that of Zenith Optimedia rather than eMarketer’s.)

In this public webcast, ADM Member Tom Webster from Edison Research will  present the fourth iteration of this widely-cited, authoritative look at the growing audience for audio and video podcasts. The event will be free and requires pre-registration at https://www2.gotomeeting.com/register/502857363.

In the recently published Edison Research/ Arbitron 2009 update to their “Infinite Dial” study, results offered up hints of good news for podcasters. With awareness of podcasting increasing from 37% to 43%, and the percentage of Americans who have ever listened to an audio podcast growing to 22%, podcast consumption appears ready to break into the mainstream. According to Edison Research’s Tom Webster, “If you are in the business of creating downloadable media, this is key, significant research that you won’t want to miss.” He goes on to say, “This report and webcast will look at demographics and usage, key audience behaviors, content preferences, and attitudes towards advertising and sponsorships.”

The webcast will last one hour and will include time for your questions. Participants will also be able to download the presentation prior to its wider public release.

Please join us for this ADM event.

ABOUT EDISON

Edison Research is a global leader in market and consumer research for businesses and media organizations worldwide, and has been the sole provider of exit poll information to the six major news organizations
–ABC, CBS, CNN, FOX, NBC and the Associated Press–since 2003. As part of this effort, Edison has conducted exit polls and collected precinct vote returns to project and analyze results for every major primary and the general elections in 2004, 2006 and 2008.  Edison provides companies with custom research solutions to measure audience, effectiveness and other key metrics of marketing and advertising campaigns. They are, along with Arbitron, the co-authors of the widely-quoted Internet and Multimedia Research Series, now in its 17th iteration.