3. Over half the respondents are aged 18-34
Which age group do you fit into?
Total MIDAS 8
47% - 15-34
37% - 35-54
21%
17% - 55+
17% 17%
14% 15%
7%
4%
2% 2% 2%
0% 0%
Under 18 18-24 25-29 30-34 35-39 40-44 45-49 50-55 56-60 61-64 65-69 70 and
over
4. 31% of respondents live in London
Which ITV region do you live in?
Total
31%
12%
11% 11%
8%
6% 6% 5%
2% 2% 2% 1% 1% 1% 1%
5. Almost no difference in the types of podcasts
downloaded
The podcasts I currently download are:
Total London 25-54 25-54 Men MIDAS 8
95% 95% 94% 97%
30%
23% 25% 25% 26%
16% 17% 17% 16%
5% 8%
Standard podcasts (i.e. simply audio) Enhanced podcasts (i.e. with chapters Video podcasts / Vodcasts
you can skip)
6. Londoners listen to podcasts most often
How often do you generally listen to podcasts?
Total London 25-54 25-54 Men MIDAS 8
50%
43%
40% 40%
35%
34% 33%35%
29%
25%
19% 18%16%
16% 16%
13%
4% 5% 6% 6% 6%
2% 3% 3%
0%
Every day Most days About once a week About once a month Less often
7. Half of respondents say they have been listening to
podcasts for two years or more
When did you start listening to podcasts?
Total London 25-54 25-54 Men MIDAS 8
33%
27% 28%
27%
26% 26% 26% 25%26% 25%
24% 23% 24% 23%
20%
13%13%13% 13%
12% 11%
9% 9%
8%
5%
2% 3% 2% 2% 2%
In the last month Between 1 and 6 Between 6 months Between a year Between 2 and 3 Longer than 3 years
months ago and a year ago and 2 years ago years ago ago
8. Comedy is clearly the top category followed by TV
& Film, Music and Sports & Recreation
What type of podcasts are you interested in or subscribe to?
Total London 25-54 25-54 Men MIDAS 8
Top 10 categories
88% 88%
86% 85%
62%
41% 41%
39% 41%
39% 39% 37%
36%
35% 35%
32% 33%
33%
31% 30%
28% 27%
26% 26%
25% 24% 23%
20% 22% 22%
20%
22% 21%
21% 20%
19%
22%
21% 22% 20%
18% 18% 17%
16% 17% 14% 15% 13%
13% 11%
Comedy TV and Film Music Sports and Technology Society & Arts News & Science & Drama
Recreation Culture Politics Medicine
9. Comedy is clearly the top category followed by TV
& Film, Music and Sports & Recreation
What type of podcasts are you interested in or subscribe to?
Total London 25-54 25-54 Men MIDAS 8
Categories 11-17
14%12%13%15% 13% 14%
10% 9% 10%
6% 8% 7% 6% 7% 7% 5% 5% 5% 7%
7% 7%
3% 3% 4% 3% 3% 4% 4% 2% 2% 5%
0% 1% 3% 2%
Games and Business Education (e.g. Religion & Health Kids and Family Government &
Hobbies languages) Spirituality Organisations
10. BBC is the biggest supplier with 72% of the sample
subscribing to at least one of their podcasts
Do you subscribe to any podcasts from any of the following suppliers?
Total London 25-54 25-54 Men MIDAS 8
74%
72% 73%
70%
63% 64% 63%
60% 59%
49%51% 51%
47%
28%
26% 24%
24% 24% 22%
24%
20% 21% 21%
19%
15% 14% 14%
13%
10% 8% 8% 9% 10% 8%
5% 4% 5% 5% 4%
3%
BBC UK A famous An amateur UK Foreign / Other Don't know
commercial person / individual newspapers international
radio stations personality radio stations
11. Londoners and men subscribe to slightly more
podcasts than the average
How many podcasts do you currently subscribe to?
Average
13.7 13.9
13.3
12.7
4.8
Total London 25-54 25-54 Men MIDAS 8
12. 85% of respondents say they listen to most or all of
the podcasts they download
In general, what proportion of all podcast episodes that you download do you
actually get round to listening to?
Total London 25-54 25-54 Men MIDAS 8
45% 45% 46%
43%
41% 40% 40% 41%
37%
22%
18%
12% 13%
9%
7% 7% 6%
5% 5% 5%
All of them Most of them About half of them Fewer than half of them
13. When listening to a podcast, 95% of respondents
say they listen to most or all of it
When you do listen to a podcast episode, what proportion of it do you normally
listen to?
Total London 25-54 25-54 Men MIDAS 8
78% 77%79%
75%
58%
24%
18%20%17%
15%
6%
2% 1% 2% 2% 3% 1% 1% 1% 1% 2% 2% 4% 2% 3%
The whole episode Most of it About half Less than half It varies widely
14. Favourite podcast tend to be 40-59 minutes long
On average, how long is an episode of your favourite podcast?
Total London 25-54 25-54 Men
30% 29%
29%
25%
24%
24%
21% 21%
18%
15% 16%
15%
11%
11% 11%
10% 10%
9% 9%9%
6%
5% 5%5%
2%2%2%2% 2% 2%2% 2%2%2%3%
2%2%2%2%
0%
Under 10 10-19 20-29 30-39 40-49 50-59 60-69 70-79 80-89 90 minutes
minutes minutes minutes minutes minutes minutes minutes minutes minutes or over
15. Podcasts tend to be listened to on portable devices
far more than on computers
On which of the following device/s do you listen to podcast episodes (i.e. MP3
files)?
Total London 25-54 25-54 Men MIDAS 8
67% MIDAS 8 included
61% 25% - Mobile phone
54%51% 48% 53%53%
50% 47% 2% - PDA
47%
42% 41%
37%
34%
11% 10%
10% 11% 8%10% 10%
10%
5% 6% 5% 5% 5%
1% 0% 1% 1% 4%
A portable Home computer iPhone Other mobile iPad Through a home Through a TV
MP3/digital (PC/Mac) phone (not hi-fi
audio player iPhone)
(e.g.
iPod, Creative
Zen)
16. Podcasts tend to be listened to at home most but
notice the public transport spike for Londoners
Where do you normally listen to podcasts?
Total London 25-54 25-54 Men MIDAS 8
73%
69%
67%65%
60% 61%
50%
46% 45%
43%44% 43%45%
37%
31% 32% 31%
28% 29% 28%29%
26%
21% 23% 22%
18% 18% 19%20%
13%
At home Whilst walking On public transport In the car At work Whilst exercising
17. During the week, podcasts tend to be listened to
during early mornings, late afternoons or evenings
When do you normally listen to podcasts?
Total London 25-54 25-54 Men MIDAS 8
Weekdays
55%
53% 53%
50% 49%
46% 48% 48% 47%
44%44%
41%
36%
30% 28%30%
25% 25% 27% 26%
22% 22%23% 24%
21% 21% 20%
17% 17% 17%
14% 15%
12%12%
5%
Early Morning Mid Morning Lunchtime Early Afternoon Late Evening (7pm- Overnight
(6am-9am) (9am-12pm) (12pm-2pm) (2pm-4pm) Afternoon/Early Midnight) (Midnight-6am)
Evening (4pm-
7pm)
18. On Saturdays, podcasts tend to be listened to
across the day 9am-4pm with a evening spike
When do you normally listen to podcasts?
Total London 25-54 25-54 Men MIDAS 8
Saturdays
26%26%
25% 25%
22% 21%
20% 21% 21%21% 21% 21%
20% 20%
17% 18%18% 18%
16% 17%
15% 14% 15%
14% 13%13%
13%13%
11% 11%11%
9% 8%
8%
7%
Early Morning Mid Morning Lunchtime Early Afternoon Late Evening (7pm- Overnight
(6am-9am) (9am-12pm) (12pm-2pm) (2pm-4pm) Afternoon/Early Midnight) (Midnight-6am)
Evening (4pm-
7pm)
19. Sunday podcast listening follows a similar pattern
to Saturdays
When do you normally listen to podcasts?
Total London 25-54 25-54 Men MIDAS 8
Sundays 28%
25%
24% 23%23%
21% 20% 21% 20%
19% 19%
18% 18% 17%
17% 17% 17% 17%
15% 15%
14%14% 14% 14%
12% 13%
10% 11%10% 10%10%
9% 8%
6% 6%
Early Morning Mid Morning Lunchtime Early Afternoon Late Evening (7pm- Overnight
(6am-9am) (9am-12pm) (12pm-2pm) (2pm-4pm) Afternoon/Early Midnight) (Midnight-6am)
Evening (4pm-
7pm)
20. “I can listen when I want” and “I can hear shows I
missed on the radio” are the top first mentions
What do you think are the five main benefits of downloading podcasts for you?
Total London 25-54 25-54 Men MIDAS 8
First mentions
59%
36% 37% 35% 33%
32% 32%
28% 30%
19%
18% 17% 16%
15% 13%
8%
5% 5%4%4% 4%2%3%4% 4% 3%4%3%3%1%
0% 1%2%3%2% 1%1%1%1%0%
I can listen I can hear I can transfer I can collect Good sound I can listen I can fast I can share
when I want shows I files to a audio files for quality more than forward and them with
missed on the portable listening in once rewind the friends
radio device (e.g the future programme
iPod, Mobile
Phone)
21. “I can listen when I want” and “hear shows I missed
on the radio” are the top benefits of podcasting
What do you think are the five main benefits of downloading podcasts for you?
Total London 25-54 25-54 Men
94% 94%94% All mentions
90% 87% 87%88%
84%
77% 78%
77% 76%
66%
60% 58% 56%58%
56%
53% 53%
49% 51%
48% 50%
40% 39%41%
37%
15% 11%
13% 13%
I can listen I can hear I can transfer I can listen I can collect I can fast Good sound I can share
when I want shows I files to a more than audio files for forward and quality them with
missed on the portable once listening in rewind the friends
radio device (e.g the future programme
iPod, Mobile
Phone)
22. Recency is not much of an issue when considering
downloading and listening to back catalogues
Sometimes it is possible to download the full back catalogue of a podcast's
episodes. How long after an episode's release would you consider downloading
and listening to it?
Total London 25-54 25-54 Men
43%
41%
39% 39%
19% 18% 19% 18%
16% 15% 16% 16%
10% 10% 10% 9% 10% 9% 12%
8%
6% 7% 6% 7%
I am only More than a week More than a month More than 3 More than 6 More than a year
interested in the months months
most recent
episode
23. 56% of respondents normally delete episodes after
listening to them
After you have listened to an episode of a podcast, do you normally delete the
file?
Total London 25-54 25-54 Men MIDAS 8
63%
59% 59% 58%
56%
42% 40% 39%
37%
35%
5%
2% 1% 2% 2%
Yes No Don't know
24. Most respondents who normally keep episodes so
they can listen to them again in the future
If you normally keep episodes of at least some of the podcasts you download, why
is this?
Total London 25-54 25-54 Men MIDAS 8
85% 88%
84%
80%
70%
41%
32% 29% 28% 28%
10%
7% 5% 7% 8% 4% 6% 4%
3% 2% 2% 3% 3% 2% 4%
To listen to them again No one reason, I just To send them to friends Edit/use the audio for Other
in future want to keep a my own creative
collection pursuits
25. Two-thirds of respondents have ever unsubscribed
from a podcast
Have you ever chosen to unsubscribe from a podcast in order to stop downloading
it?
Total London 25-54 25-54 Men MIDAS 8
71% 71%
67% 67%
51%
40%
30% 29%
27% 26%
8%
3% 4% 3%
2%
Yes No Don't know
26. The biggest reason for unsubscribing is the content
got boring
Why did you unsubscribe?
Total London 25-54 25-54 Men MIDAS 8
74%
72% 72%
69%
51%
45%
42% 44%
41% 42%
38% 36%
32%
29% 27%
24%
21% 21%
19% 17% 17%18%
12% 14% 11% 10% 9%10%7%
10% 8%
5% 3% 3% 2%
I got bored of I was no longer I couldn't find The podcast The podcast The podcast was I ran out of hard
the podcast interested in the time to listen to wasn't updated quality was not too long / too disk space
content subject matter them often enough / good enough short
updated too
often
27. Respondents say listening to podcasts has little to
no effect on their live radio listening
Many podcasts are edited versions of radio shows. Since you started listening to
podcasts, how would you say your live radio listening habits have changed?
Total London 25-54 25-54 Men MIDAS 8
72%
57%54%
54%56%
18%16%16%17%
13% 13%13%12%13%
6% 5% 5% 6% 5% 7% 7% 7% 7% 8%
2% 2% 4% 3% 2% 2%
I listen to much I listen to more live I listen to live radio I listen to less live I listen to much less Don't know
more live radio radio now just as much as I radio now live radio now
now used to
28. 62% of respondents have discovered new radio
programmes from downloading podcasts
Have you started listening to radio programmes you didn't previously listen to as a
result of downloading podcasts?
Total London 25-54 25-54 Men MIDAS 8
68%
62% 63%
60% 60%
40% 40%
37% 37%
30%
1% 0% 0% 0% 2%
Yes No Don't know
29. 5% of respondents have paid for a podcast in the
past month
Have you paid to download a podcast in the last month?
Total London 25-54 25-54 Men MIDAS 8
95% 95% 94% 95% 97%
5% 5% 6% 5% 3%
Yes No
30. 72% of respondents think they might be interested
in downloading free podcasts containing adverts
Thinking about how podcasts might be paid for in the future, which of the
following do you think you might be interested in downloading?
Total London 25-54 25-54 Men MIDAS 8
Free podcast, containing adverts
43% 43%
41%
38%
34% 34%
31%
30%
27%
23%
19% 18%
17% 18%
16% 16%
12%
8% 9%
7%
4%
2% 2% 2% 3%
Very interested Quite interested Not very interested Not interested at all Don't know
31. 17% of respondents think they might be interested
in downloading paid for podcasts without adverts
Thinking about how podcasts might be paid for in the future, which of the
following do you think you might be interested in downloading?
Total London 25-54 25-54 Men MIDAS 8
Paid for but without adverts
58%
52% 51%
48%
40%
30% 31% 32% 32%
27%
20%
14% 15%
10% 11%
3% 3% 3% 4% 3% 2% 2% 2% 2%
4%
Very interested Quite interested Not very interested Not interested at all Don't know
32. 21% of respondents have bought a product or
service after hearing it mentioned in a podcast
Have you ever bought a product / service after hearing it mentioned on a podcast?
Total London 25-54 25-54 Men MIDAS 8
93%
79% 79% 80% 79%
21% 21% 20% 21%
7%
Yes No
33. 70% of respondents have listened to the Frank
Skinner podcast
Which of the following Absolute Radio podcasts have you listened to?
Total London 25-54 25-54 Men
Podcasts 1-8
77%
70% 71%
71%
55% 54%
52% 54%
43%
36%
31% 32% 32%
23% 23%24%
20%
17% 15%15% 13% 10%
12% 9% 13% 14%
13% 13%
8% 7% 7%10%
Frank Skinner Dave Gorman Christian Iain Lee Geoff Lloyd's David Tennant Noel Ian Wright
O'Connell Hometime Gallagher and
Daily Choice Show Oasis
Cuts
34. 63% of respondents have listened to an Absolute
station in the past two weeks
Which of the following radio stations have you listened to for at least 15 minutes
in the past two weeks?
Total London 25-54 25-54 Men
Stations 1-7
63%65%
61%61%
39% 39%40% 39%
37%
33% 33%
31%30%30%30% 33%34%
29% 31%
26%28%
24%24%
21% 19% 20%
18%
8%
Absolute Radio inc. 80s, 90s, 00s, Classic Rock BBC Radio Five Live BBC Radio 1
BBC Radio 4 BBC Radio 2 BBC 6MusicLocal commercial radio
35. 32% of respondents spent the most time listening
to an Absolute station over the past two weeks
Which of these radio stations did you spend the most time listening to over the
past two weeks?
Total London 25-54 25-54 Men
Stations 1-7
39%
33%
32% 31%
16%17%17% 17%
15% 14%14%
13%
10% 11%11%
9% 9% 8% 9% 9%
8% 7% 7%
4% 3% 2% 3% 3%
Absolute Radio inc. 80s, 90s, 00s, Classic Rock BBC Radio Five Live BBC Radio 2
BBC Radio 4 BBC Radio 1 BBC 6MusicLocal commercial radio
