Association for Downloadable Media » webcast

Many Look as Podcast Consumer is Revealed

Phil Wilson — Fri, 22 May 2009 17:00:49 +0000

The ADM hosted a webcast called “The Podcast Consumer Revealed” from Tom Webster of Edison Research yesterday. Thanks very much to all that attended. This is the sort of resource the Association for Downloadable Media will continue to provide.

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.