This document summarizes a study on the use of podcasts from the Open University on iTunes U. The study surveyed over 1,800 iTunes U users and found differences in how mobile and non-mobile users engage with the podcasts. Mobile users were younger and more likely to access subjects like languages and arts. They were also more likely to transfer podcasts to mobile devices and listen on the go. In contrast, non-mobile users saw the podcasts more as supplements to traditional learning. The study provides useful insights into how different types of learners utilize podcasting technologies.

1. Is podcasting a mobile technology?
Fernando Rosell-Aguilar
TISLID 2014 Conference
@FRosellAguilar
Image taken from http://www.exact-learning.com/

2. Outline
• Podcasting as a mobile technology
• The OU on iTunes U
• Survey of iTunes U users
• Results
• So what?

3. Potential for learning
• Convenient and easy to use
format (Clark & Walsh, 2005)
• Attractive (Stanley, 2006)
• Motivating (“Not feel like
studying”)
• Easy access
• Portability
• Value for money
• Publicity / Face value
© Matthew Martin
(The Times 5/5/2006)

4. Previous research
Perceived as academic activity
• Taking notes
• Set time aside to listen
• Stockwell (2013): 15% used m devices whilst in transit
Low level of transfer to mobile devices:
• Edirisingha & Salmon (2008): 7% transfer
• Lee & Chan (2007): Very low transfer
• Copley (2007): 6% transfer
• Evans (2008), McKinney et al (2009): 20% transfer
• Same trend: Carvalho et al (2009), Walls et al (2010),
O’Bannon (2011)

5. Previous research
• Contradiction of potential benefits of
podcasting vs actual use
BUT:
• Context: VLEs, internal students, revision
materials, knowledge transfer pedagogies
• Why would these students want to make
use of mobile possibilities?

6. Different learners = different
practices?
• Difference between ‘internal’ and ‘external’
learners (Hürst et al, 2007):
• Motivation
• Perception (academic activity)
• Age
• Mobility

7. iTunes U
• Launched in 2007
(US & Canada)
• June 2008: Australia,
NZ, Ireland, UK
• Jan 2009: France,
Germany, Switzerland
• 2013: 1 billion
downloads
• Oxford University
60,000 downloads in
its first week

8. OU on iTunes U
• Over 65 million downloads
• Over 9 million visitors downloaded files
• 449 collections containing 3,485 tracks
(1,638 audio, 1,847 video). 98% of the tracks
have transcripts (in PDF format)
• 423 OpenLearn study units as eBooks
(ePub), representing over 5,000 hours of
study
• 79 iTunes U Courses

9. OU on iTunes U

10. Survey
• Questions:
• User profile
• Download habits
• Use of resources
• Opinion
• Link on all OU on iTunes U pages
• 21 months
• 2129 responses collected
• 1886 analysed

11. User profile: gender
55.5%
43.6%
0.9%
Male
Female
Not say
Series1
0.0% 15.0% 30.0% 45.0% 60.0%

12. User profile: age
18 or under
19-24
25-34
35-44
45-54
55-64
65 or over
Series1
0.0% 5.5% 11.0% 16.5% 22.0%
18 or under
19-24
25-34
35-44
45-54
55-64
65 or over

13. Where they live

14. User profile: employment
58.30%
18.10%
23.60%
Employed
Students
Other
Series1
0.00% 15.00% 30.00% 45.00% 60.00% 75.00%
Employed
Students
Other

15. Mobile or static device users
56.70%
43.30%
0.00% 15.00% 30.00% 45.00% 60.00%
Gender split identical: 45.6% male / 54.4% female).
Mobile device
Static device
Series1
Mobile device
Static device

16. Age depending on device
47.1%
57.0%
56.0%
62.8%
58.2%
46.7%
58.3%
52.9%
43.0%
44.0%
37.2%
41.8%
53.3%
41.7%
over 65
55-64
45-54
35-44
25-34
19-24
18 or under
0.0% 17.5% 35.0% 52.5% 70.0%
Mobile
Static

17. Subjects

18. Subjects
62.6%
58.7%
49.3%
62.3%
56.7%
42.9%
59.7%
43.8%
49.1%
64.3%
64.7%
52.9%
37.4%
41.3%
50.7%
37.7%
43.3%
57.1%
40.3%
56.3%
50.9%
35.7%
35.3%
47.1%
Languages
Arts and Humanities
Science
Psychology
Social Sciences
Mathematics and Statistics
Engineering and Technology
Creativity and Design
Computing and ICT
Law
Health and Social Care
Other
0.0% 17.5% 35.0% 52.5% 70.0%
Mobile
Static

19. Enrolled
Static
Mobile
0.0% 20.0% 40.0% 60.0% 80.0%
No
Yes
0% 20% 40% 60% 80%
No
Yes
Series1
No
Yes

20. Reasons for downloading
Relevant to my profession
Relevant to my current studies
Personal interest
0.0% 17.5% 35.0% 52.5% 70.0%
Mobile
Static

21. Supplementary?
12.4%
87.6%
Main source of learning
Supplementary
0.0% 22.5% 45.0% 67.5% 90.0% 112.5%
62.4%
37.6%
56.0%
44.0%
Mobile
Static
0.0% 17.5% 35.0% 52.5% 70.0%
Main source of learning
Supplementary

22. Subscribe?
64.10%
51.80%
56.90%
35.90%
48.20%
43.10%
Mostly subscribe
Mostly download individual files
It depends – I do both
0.00% 17.50% 35.00% 52.50% 70.00%
Mobile
Static

23. Transfer to mobile device?
Yes, always
Most of the time
Sometimes
Rarely
Never
0.0% 25.0% 50.0% 75.0% 100.0% 125.0%
Mobile
Static

24. Take notes?
32.70%
44.60%
55.20%
60.90%
67.30%
61.50%
55.40%
44.80%
39.10%
38.50%
Always
Most of the time
Sometimes
Rarely
Never
0.00% 17.50% 35.00% 52.50% 70.00% 87.50%
Mobile
Static

25. Main activity?
36.6%
Only mobile users were asked this question
63.4%
0.0% 17.5% 35.0% 52.5% 70.0%
Main activity
Part of another activity

26. Help to learn?
No
Yes
0.0% 25.0% 50.0% 75.0% 100.0% 125.0%

27. So what?
• First ever large scale study of iTunes U learners
• Personalising the stranger: information on the
type of user, what they do, and what they think
• Difference internal and external learners
• Differences between mobile and static device
users: age, subjects, reasons for downloading,
subscription, perception of resources as
supplementary, where resources are used, taking
notes

28. So what?
• Refutes previous studies into mobile use of
podcasts
• Makes use of portable facility
• Replicability: difficult
• Applicable to other institutions
• If you know your audience, you can make informed
decisions: design, delivery strategy

29. Gracias
fernando.rosell-aguilar@open.ac.uk
@FRosellAguilar