The Podcast Consumer Revealed 2009

The Podcast Consumer Revealed 2009 The Arbitron/Edison Internet and Multimedia Study Tom Webster - Vice President, Strategy and Marketing Edison Research

Twitter: webby2001 Hashtag: #poddata

The Arbitron/Edison Research Internet and Multimedia Study - 2009 • 1,858 Telephone Interviews were conducted in January 2009 • National Random Sample • Persons 12+ • 17th Arbitron/Edison Internet and Multimedia Study • 4th annual Podcast study

Podcast Consumption Metrics

Awareness of “Podcasting” Grows % Who Have Ever Heard of Podcasting 2008 2009 Yes 37% Yes 43% No No 57% 63% Base: Total Population 12+

Podcasting, Deﬁned • Podcasting is the concept of downloading various types of longer-form online audio/video programs, in the form of digital ﬁles you can listen to at any time you choose. • Podcasting does NOT refer to the downloading of individual MP3s or songs. • Podcasting does refer to the download of program-oriented online audio/ video (such as a talk show or a hosted music program), usually as an automatic download that can be listened to at the user’s convenience.

Audio Podcast Listening Jumps Signiﬁcantly % Who Have Listened to a Podcast as Deﬁned 2009 22% 2008 18% 2007 13% 2006 11% 0% 10% 20% 30% Base: Total Population 12+

Video Podcast Viewing Also Continues to Grow % Who Have Watched a Podcast as Deﬁned 2009 18% 2008 16% 2007 11% 2006 10% 0% 10% 20% 30% Base: Total Population 12+

One in Four Americans Have Watched Or Listened to Downloadable Media % Who Have Ever Listened/Watched an Audio/Video Podcast as Deﬁned Yes 25% No 75% Base: Total Population 12+

Recent Downloadable Media Consumption Shows Audio Still More Widely Consumed than Video % Who Have Listened/Watched an Audio/Video Podcast in the Past Month Monthly Audio Podcast Usage 11% Monthly Video Podcast Usage 9% 0% 5% 10% 15% Base: Total Population 12+

“Convenience” Top Reason to Watch or Listen to Podcasts “What is the ONE main reason you watch/listen to Podcasts?” Watch/Listen WHENEVER I want 35% Access Content Unavailable Elsewhere 15% Access Content WHEREVER (Portable) 13% More Control over Content 13% Fewer Commercials 9% Access Shorter Content 3% 0% 10% 20% 30% 40% Base: Have Ever Listened to/Watched an Audio/Video Podcast

The Podcast Consumer

Demographics of the Podcast Consumer Age Sex 55 + 12 to 17 12% 13% 45 to 54 Women 15% 18 to 24 41% 22% Men 59% 35 to 44 19% 25 to 34 19% Base: Have Ever Listened to/Watched an Audio/Video Podcast

Podcast Consumers are Well-Educated A/V Podcast Consumers Others 40% 36% 30% 26% 23% 21% 20% 15% 15% 16% 12% 13% 12% 10% 7% 4% 0% Adv. Degree Some Graduate Credits Four-Year College 1-3 Years of College High School/Less Refused Base: Total Population 18+

Podcast Consumers More Likely to Live in Higher Income Households Annual Reported Household Income A/V Podcast Consumers Others 40% 36% 31% 30% 20% 20% 17% 17% 16% 14% 13% 11% 11% 10% 8% 7% 0% Over 100K Between 75K and 100K Between 50K and 75K Between 25K and 50K Under 25K Refused Base: Total Population 18+

Podcast Consumers are Active Social Networkers % Who Currently Have A Proﬁle Page On... A/V Podcast Consumers Others 34% MySpace 18% 35% Facebook 13% 11% LinkedIn 3% 18% Other Social Site 5% 0% 10% 20% 30% 40%

Podcast Audience More Involved with Twitter % Saying ‘Yes’ 50% 43% 40% 30% 21% 20% 10% 5% 1% 0% A/V Podcast Consumers Others A/V Podcast Consumers Others Have you ever heard of Twitter? Have you used Twitter in Past Month? Base: Total Population

Podcast Consumers Also Content Creators “Do you contribute to blogs on a regular basis? A/V Podcast Consumers Others Yes Yes 15% No No 5% 85% 95% Base: Familiar with Blogs

Media Consumption

Most Downloadable Media Consumed at the Desktop “Where do you most often listen to/watch Podcasts (as deﬁned)?” Audio Podcast Users Video Podcast Users Computer Computer 68% 77% Portable Device Portable Device 32% 23%

Podcast Audience Likely to Own Multiple Computers “How many working computers do you have in your home?” One 32% Three+ Two 33% 35% Base: Have Ever Listened to/Watched an Audio/Video Podcast, own computer at home

Most Podcast Consumers Own a Portable Media Player % Indicating ownership of listed device Apple iPod 51% Non-Apple Branded MP3 Player 34% Portable Video Player 26% 0% 30% 60% Base: Have Ever Listened to/Watched an Audio/Video Podcast, own portable MP3 player

One in Three Podcast Consumers have used a Portable MP3 Player to Watch Video “Do you ever use your MP3 player to watch portable video?” Yes 34% No 66% Base: Have Ever Listened to/Watched an Audio/Video Podcast

Podcast Consumers are Comfortable Watching Television Through Non-Traditional Means % Who Have Ever Watched TV Programming by... Purchasing/Renting Entire Series on DVD 52% Streaming Over Internet 51% Video On Demand from Cable/Sat Provider 46% Downloading From Internet 29% Watching Clips on Mobile Phone 16% Watching clips over Slingbox 4% 0% 20% 40% 60% Base: Have Ever Listened to/Watched an Audio/Video Podcast

Podcast Consumers Spend Considerably More Time on the Internet Each Week Hours Spent Online per week (Hours:Minutes) 20 17:24 15 10:24 10 5 0 A/V Podcast Consumers Others Base: Access Internet from any Location

Podcast Audience Also More Likely to Listen to Internet-based Audio Have listened to Internet Radio (either radio stations streaming on the Internet OR Internet-only audio)... A/V Podcast Consumers Others 90% 80% 60% 52% 38% 32% 30% 19% 11% 0% Ever In the last month In the last week Base: Access Internet

Downloadable Audio Consumers Spend More Time Listening to Internet Audio “How Much Time Have You Spent Listening To All Sources of Internet Audio/Week?” (Hours:Minutes) Audio Podcast Listeners 7:47 Others 5:17 0 5 10 Base: Listened to Internet Radio in Last Week

Mobile Phones

Most Podcast Consumers Own Mobile Phones % Who Own Mobile Phone Yes 88% No 12% Base: Have Ever Listened to/Watched an Audio/Video Podcast

Mobile Phones are an Essential Part of Podcast Consumers’ Lives % Who indicate that their mobile phone is their ‘primary’ phone Yes 52% No 48% Base: Have Ever Listened to/Watched an Audio/Video Podcast and Own a Mobile Phone

Texting is Mainstream Behavior for Podcast Audience % Who regularly use mobile phones to send/receive SMS/Text messages Yes 68% No 32% Base: Have Ever Listened to/Watched an Audio/Video Podcast and Own a Mobile Phone

Mobile Phones Increasingly Used by Podcast Consumers as Media Players “Have You Ever Used a Mobile Phone To...” A/V Podcast Consumers Others 44% Play Games 28% 31% Listen to Music 20% 20% Watch Video 8% 0% 25% 50% Base: Own a Mobile Phone

Smartphone Ownership High Amongst Podcast Consumers % Indicating ownership of listed device Wireless Email Device (e.g., BlackBerry) 19% Smartphone 19% Other Touch-Screen Smartphone 9% iPhone 7% 0% 10% 20% Base: Have Ever Listened to/Watched an Audio/Video Podcast

Commerce and Advertising

Podcast Consumers Far More Likely to have Paid for Digital Content % Who Have Ever Purchased MP3s or other Digital Audio from an Online Download Service 75% 60% 52% 45% 30% 18% 15% 0% Others A/V Podcast Consumers Base: Total Population 12+

Podcast Audience is Resistant to Unwelcome Advertising % Indicating They Employ Software/Services to Block Speciﬁed Content on Primary Home Computer A/V Podcast Consumers Others 90% 88% 85% 80% 73% 70% 68% 64% 60% 55% 30% 0% SPAM/Junk Mail Pop-up advertising Spyware/Adware Banner Advertising Base: Access Internet from home

Hosts of Podcasts Seen as ‘Trustworthy’ “How much do you agree or disagree, on a scale of 1-5, with the following statement: ‘You generally trust the hosts of the podcasts you watch/listen to’” Strongly Agree Strongly Disagree 5 4 3 2 1 21% 28% 32% 10% 9% Base: Have Ever Listened to/Watched an Audio/Video Podcast

Nearly Half of Podcast Consumers View Podcast Content as ‘Generally Accurate’ “How much do you agree or disagree, on a scale of 1-5, with the following statement: ‘You generally believe the accuracy of podcast information/content’” Strongly Agree Strongly Disagree 5 4 3 2 1 16% 30% 34% 12% 8% Base: Have Ever Listened to/Watched an Audio/Video Podcast

Podcasts Inspire Emotional Connection “How much do you agree or disagree, on a scale of 1-5, with the following statement: ‘You feel an emotional connection to the [listed media] you regularly watch/listen to’” Strongly Agree Strongly Disagree Podcasts 13% 11% 27% 22% 26% 5 4 3 2 1 Internet Radio 9% 8% 21% 17% 44% Base: Have Ever Listened to/Watched an Audio/Video Podcast, Use Listed Media

Podcasts Exhibit ‘Receptivity’ Effects “How much do you agree or disagree, on a scale of 1-5, with the following statement: ‘You are generally interested in the sponsorship messages/products/services advertised on [listed media]’” Strongly Agree Strongly Disagree Podcasts 6% 10% 18% 27% 39% 5 4 3 2 1 Internet Radio 4% 4% 13% 25% 54% Base: Have Ever Listened to/Watched an Audio/Video Podcast, Use Listed Media

Three Things

1. Create more “snack-sized” alternatives in addition to longer-form content. Podcasters should emphasize portability, context-dependent listening and habit.

2. The podcast aggregation space is insufﬁciently developed to encourage wider adoption.

3. Podcasters who are serious about monetization have to get serious about placement, advertising content and selling product. Don’t assume there is a ‘halo’ effect.

Thank You. twebster@edisonresearch.com TWITTER: WEBBY2001

The Podcast Consumer Revealed 2009

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