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The Podcast
Consumer
May 2012
Methodology


  • In January/February 2012, Edison Research and
    Arbitron conducted a national telephone survey offered
    in both English and Spanish language (landline and
    mobile phone) of 2,020 people aged 12 and over
  • Data were weighted to national 12+ population figures
  • This is the 20th study in this series, dating to 1998
Podcasting Awareness Has Remained Flat for Several Years

“Are you familiar with the term Podcasting?”

      2012                                                        45
      2011                                                         46
      2010                                                        45
      2009                                                   43
      2008                                             37
      2007                                             37
      2006                               22
             0         10           20            30    40              50
                                      % saying “yes”
What is Podcasting?


  • For the purposes of this study, podcasting is downloading various
    types of longer-form online audio and video programs, in the form
    of digital files you can listen to or view at any time you choose.
  • Podcasting does NOT refer to the downloading of individual MP3s
    or songs or television programs.
  • Podcasting DOES refer to the download of more program-oriented
    online audio and video, such as a talk show, a hosted music
    program or a video review showing the features of a new car,
    usually as an automatic download that can be listened to or viewed
    at the user’s convenience.
Nearly Three in Ten Americans Have Ever
Listened to an Audio Podcast
% Who Have Ever Listened to an Audio Podcast

     2012                                            29
     2011                                       25
     2010                                  23
     2009                                 22
     2008                            18
     2007                       13
     2006                  11
            0         10             20              30   40   50
One-Quarter of Americans Have Ever Viewed a Video Podcast

% Who Have Ever Viewed a Video Podcast

     2012                                           26
     2011                                      22
     2010                                 20
     2009                            18
     2008                       16
     2007                  11
     2006              10
            0         10             20                  30   40   50
One in Six Americans Have
Consumed a Podcast in the Last Month
Listened to an Audio Podcast and/or Viewed a Video Podcast in the Last Month




                Yes                                  No
                17%                                 83%
Audio Podcast Consumption Continues to Slightly Lead Video

“In the last month, have you…”

                                  14
      2012
                             12

                             12
      2011
                            11

                                             Listened to an Audio Podcast
                             12
      2010
                            11               Viewed a Video Podcast

             0         10              20   30           40            50
                                                     % saying “yes”
There is a Huge Overlap Between Monthly Audio
Podcast Listeners and Monthly Video Podcast Viewers

              Watched a
            Video Podcast
                Only
                17%
                                                                  Used Audio
                                                                   and Video
                                                                  Podcasts in
                                                                    the Last
                                                                     Month
                                                                      52%
       Listened to an
       Audio Podcast
            Only
            31%




                            Base: Listened To Audio Podcast and/or Viewed Video Podcast in the Last Month
Podcast Consumers Skew Slightly Male




           Men                                         Women
           54%                                          46%




                      Base: Listened To Audio Podcast and/or Viewed Video Podcast in the Last Month
Half of Podcast Consumers are Age 12-34

Age Composition
                            Age 35-44                              Age 25-34
                              15%                                    24%
    Age 25-34
      16%
                                                                                            Age 35-44
                                                                                              18%
                                           Age 45-54
                                             17%


Age 12-24                                              Age 12-24
  21%                                                    26%
                                                                                           Age 45-54
                                                                                             17%
                                 Age 55+
                                                                         Age 55+
                                  31%
                                                                          15%


                U.S. Population 12+                                    Podcast Consumers
Four in Ten Podcast Consumers Have
a Household Income of at Least $75K
2011 Household Income
  %
  50
                                           44
  40
                                           13                $150K+
  30                28
                    7                      12
                                                             $100K-$150K
  20
                    8
  10                                       19                $75K-$100K
                    13
   0
            U.S. Population 18+   Podcast Consumers 18+

                                                          Base: Gave a response
Podcast Consumers Spend Much More Time Online

“In the last 24 hours, approximately how much time did you spend on the Internet?”
 hours
    5
                                                                      3:58
    4                                     3:34

    3
                 2:25
    2

    1

    0
          U.S. Population 12+   Audio Podcast Consumers       Video Podcast Consumers

                                  (All Times Self-Reported)
Podcast Consumers are Most Likely to Choose
Internet Over Other Media As Most Essential
“Among the Internet, newspapers, radio and television,
which one is most essential to your life?”


                                                     Television
                                                        18%



              Internet                                   Radio
                73%                                       8%

                                                     Newspaper
                                                        1%


                                                                  Base: Gave a Response
Relative to Other Media, the Vast Majority of
Podcast Consumers are Using the Internet More “Lately”
“Among the Internet, newspapers, radio and television,
which one are you using more lately?”


                                                    Television
                                                       18%



                                                         Radio
              Internet
                                                          8%
                72%

                                                     Newspaper
                                                        2%


                                                                 Base: Gave a Response
Podcast Consumers Are Watching TV in Non-Traditional Ways
“In the last month, have you watched TV by streaming
or downloading shows to be viewed on…”

                                                         20
Your Desktop or Laptop Computer
                                                                             41

                                               13
                Your Television
                                                                   31

                                      6
                   A Cell Phone
                                               13
                                                                                  U.S. Population 12+
                                      6
                       A Tablet                                                   Podcast Consumers
                                               14

                                  0       10        20        30        40           50       60
                                                    % saying “yes”
More Podcast Consumers Own Mobile Devices Than Average

  “Do you currently own…”

                     Apple iPod                                           31
                                                                                             52
             Android Cell Phone                            22
                                                                           33
                   Apple iPhone                       17
                                                                     28
Portable Hand-Held Book Readers                  14
                                                                25
                     Apple iPad             12                                       U.S. Population 12+
                                                           21
            Android-based tablet       7                                             Podcast Consumers
                                            12
                                   0   10             20             30         40      50        60
                                             % owning each item
About One in Five Smartphone Owners are Podcast Consumers

Listened to an Audio Podcast/Viewed a Video Podcast in the Last Month

                                  No
                                 80%                                         No
                                                                            83%
                                            Yes
  Yes
                                            17%
  20%




        Listened to an Audio Podcast               Viewed a Video Podcast


                                                                  Base: Own a Smartphone
Podcast Consumers Are Taking Their Own Audio Out of Home
“How often do you listen to digital audio files in a car by connecting an iPod, or
other MP3 player or smartphone to a car stereo?”

                                                A few times per
                                                 month or less
                                                     26%
                     At least once per
                           week
                            7%


                  A few times per
                       week                                       Never
                        8%                                        21%


                  Nearly every day
                        23%
                                                      Do not own
                                                       iPod/MP3
                                                  player/Smartphone
                                                          15%



                                                                          Base: Audio Podcast Listeners
More Than Half of All Podcast Consumers
Are Weekly Online Radio Listeners
% Listening to Online Radio (AM/FM Streams & Internet-Only) in Last Week

    Yes
    29%                                   Yes
                                          53%




                                                                            No
                                                                           47%
                                 No
                                71%


          U.S. Population 12+                        Podcast Consumers
Podcast Consumers Are
More Likely to Use Social Networks
“Do you currently ever use/have your own profile page on…”

    Any Social Network                                                 56
                                                                                       78
             Facebook                                                 54
                                                                                  74
               LinkedIn                13
                                                      28
                Twitter               10
                                                 21
                                                                              U.S. Population 12+
              Google+             8
                                            19
                                                                              Podcast Consumers
Location-based Services       3
                                  8
                          0       10        20        30   40    50     60   70    80       90
                                                            % saying “yes”
More Than Half of Podcast Consumers Use
Social Networks Nearly Every Day or More
“How often do you use social networking Web sites or services?”

                            Nearly Every Day
                                  22%
                                                     At Least Once a
                                                          Week
                                                          18%




                                                          At Least Once per
                                                                Month
            Several Times per
                                                                 6%
                  Day
                  34%
                                                       Less Often Than
                                                       Once per Month
                                                             3%

                                               Never Use Social
                                               Networking Sites
                                                     17%


                                                                              Base: Podcast Consumers
Three in Ten Podcast Consumers
Use Daily Deals Sites/Services
“Are you a registered user of any daily deals sites
or services such as Groupon or LivingSocial?”

   Yes                                        Yes
   15%                                        30%




                                                                           No
                                    No                                    70%
                                   85%



            U.S. Population 12+                       Podcast Consumers
Podcast Consumers Are Heavy YouTube Users
“Have you watched video clips or other Internet video
programming from YouTube in the last week?”

                                            Yes
  Yes                                       69%
  37%




                                   No                                        No
                                  63%                                       31%




           U.S. Population 12+                          Podcast Consumers
Podcast Consumers Are More Likely to Share YouTube Videos

“Have you shared a YouTube video with anyone in the last month?”

                                             Yes
   Yes                                       51%
   43%




                                  No
                                 57%                                                  No
                                                                                     49%


           U.S. Population 12+                            Podcast Consumers
                                                     Base: Have Watched Video Clips or Other Internet
                                                   Video Programming from YouTube in the Last Month
Observations


  • Podcasts continue to be effective ways to reach affluent
    consumers who exhibit ad avoidance behaviors.
Observations


  • The dramatic rise in Smartphone ownership is the tide
    that seems to have lifted Podcasting’s boats.
Observations


  • As such, the mass-availability of the mobile web
    changes the out-of-home podcasting dynamic from
    “subscribe and download” to “watch on-demand”
Observations


  • The term “podcasting” has hit its cap. The behavior
    hasn’t. Podcast producers should provide multiple
    hooks and packages for their content—even separating
    “Podcasts” from “Shows” to acknowledge differences in
    consumption habits and audience.
Observations


  • Podcast consumers live on Facebook and YouTube. Be
    sure both are part of your distribution strategy.
The Podcast Consumer: May 2012

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The Podcast Consumer: May 2012

  • 2. Methodology • In January/February 2012, Edison Research and Arbitron conducted a national telephone survey offered in both English and Spanish language (landline and mobile phone) of 2,020 people aged 12 and over • Data were weighted to national 12+ population figures • This is the 20th study in this series, dating to 1998
  • 3. Podcasting Awareness Has Remained Flat for Several Years “Are you familiar with the term Podcasting?” 2012 45 2011 46 2010 45 2009 43 2008 37 2007 37 2006 22 0 10 20 30 40 50 % saying “yes”
  • 4. What is Podcasting? • For the purposes of this study, podcasting is downloading various types of longer-form online audio and video programs, in the form of digital files you can listen to or view at any time you choose. • Podcasting does NOT refer to the downloading of individual MP3s or songs or television programs. • Podcasting DOES refer to the download of more program-oriented online audio and video, such as a talk show, a hosted music program or a video review showing the features of a new car, usually as an automatic download that can be listened to or viewed at the user’s convenience.
  • 5. Nearly Three in Ten Americans Have Ever Listened to an Audio Podcast % Who Have Ever Listened to an Audio Podcast 2012 29 2011 25 2010 23 2009 22 2008 18 2007 13 2006 11 0 10 20 30 40 50
  • 6. One-Quarter of Americans Have Ever Viewed a Video Podcast % Who Have Ever Viewed a Video Podcast 2012 26 2011 22 2010 20 2009 18 2008 16 2007 11 2006 10 0 10 20 30 40 50
  • 7. One in Six Americans Have Consumed a Podcast in the Last Month Listened to an Audio Podcast and/or Viewed a Video Podcast in the Last Month Yes No 17% 83%
  • 8. Audio Podcast Consumption Continues to Slightly Lead Video “In the last month, have you…” 14 2012 12 12 2011 11 Listened to an Audio Podcast 12 2010 11 Viewed a Video Podcast 0 10 20 30 40 50 % saying “yes”
  • 9. There is a Huge Overlap Between Monthly Audio Podcast Listeners and Monthly Video Podcast Viewers Watched a Video Podcast Only 17% Used Audio and Video Podcasts in the Last Month 52% Listened to an Audio Podcast Only 31% Base: Listened To Audio Podcast and/or Viewed Video Podcast in the Last Month
  • 10. Podcast Consumers Skew Slightly Male Men Women 54% 46% Base: Listened To Audio Podcast and/or Viewed Video Podcast in the Last Month
  • 11. Half of Podcast Consumers are Age 12-34 Age Composition Age 35-44 Age 25-34 15% 24% Age 25-34 16% Age 35-44 18% Age 45-54 17% Age 12-24 Age 12-24 21% 26% Age 45-54 17% Age 55+ Age 55+ 31% 15% U.S. Population 12+ Podcast Consumers
  • 12. Four in Ten Podcast Consumers Have a Household Income of at Least $75K 2011 Household Income % 50 44 40 13 $150K+ 30 28 7 12 $100K-$150K 20 8 10 19 $75K-$100K 13 0 U.S. Population 18+ Podcast Consumers 18+ Base: Gave a response
  • 13. Podcast Consumers Spend Much More Time Online “In the last 24 hours, approximately how much time did you spend on the Internet?” hours 5 3:58 4 3:34 3 2:25 2 1 0 U.S. Population 12+ Audio Podcast Consumers Video Podcast Consumers (All Times Self-Reported)
  • 14. Podcast Consumers are Most Likely to Choose Internet Over Other Media As Most Essential “Among the Internet, newspapers, radio and television, which one is most essential to your life?” Television 18% Internet Radio 73% 8% Newspaper 1% Base: Gave a Response
  • 15. Relative to Other Media, the Vast Majority of Podcast Consumers are Using the Internet More “Lately” “Among the Internet, newspapers, radio and television, which one are you using more lately?” Television 18% Radio Internet 8% 72% Newspaper 2% Base: Gave a Response
  • 16. Podcast Consumers Are Watching TV in Non-Traditional Ways “In the last month, have you watched TV by streaming or downloading shows to be viewed on…” 20 Your Desktop or Laptop Computer 41 13 Your Television 31 6 A Cell Phone 13 U.S. Population 12+ 6 A Tablet Podcast Consumers 14 0 10 20 30 40 50 60 % saying “yes”
  • 17. More Podcast Consumers Own Mobile Devices Than Average “Do you currently own…” Apple iPod 31 52 Android Cell Phone 22 33 Apple iPhone 17 28 Portable Hand-Held Book Readers 14 25 Apple iPad 12 U.S. Population 12+ 21 Android-based tablet 7 Podcast Consumers 12 0 10 20 30 40 50 60 % owning each item
  • 18. About One in Five Smartphone Owners are Podcast Consumers Listened to an Audio Podcast/Viewed a Video Podcast in the Last Month No 80% No 83% Yes Yes 17% 20% Listened to an Audio Podcast Viewed a Video Podcast Base: Own a Smartphone
  • 19. Podcast Consumers Are Taking Their Own Audio Out of Home “How often do you listen to digital audio files in a car by connecting an iPod, or other MP3 player or smartphone to a car stereo?” A few times per month or less 26% At least once per week 7% A few times per week Never 8% 21% Nearly every day 23% Do not own iPod/MP3 player/Smartphone 15% Base: Audio Podcast Listeners
  • 20. More Than Half of All Podcast Consumers Are Weekly Online Radio Listeners % Listening to Online Radio (AM/FM Streams & Internet-Only) in Last Week Yes 29% Yes 53% No 47% No 71% U.S. Population 12+ Podcast Consumers
  • 21. Podcast Consumers Are More Likely to Use Social Networks “Do you currently ever use/have your own profile page on…” Any Social Network 56 78 Facebook 54 74 LinkedIn 13 28 Twitter 10 21 U.S. Population 12+ Google+ 8 19 Podcast Consumers Location-based Services 3 8 0 10 20 30 40 50 60 70 80 90 % saying “yes”
  • 22. More Than Half of Podcast Consumers Use Social Networks Nearly Every Day or More “How often do you use social networking Web sites or services?” Nearly Every Day 22% At Least Once a Week 18% At Least Once per Month Several Times per 6% Day 34% Less Often Than Once per Month 3% Never Use Social Networking Sites 17% Base: Podcast Consumers
  • 23. Three in Ten Podcast Consumers Use Daily Deals Sites/Services “Are you a registered user of any daily deals sites or services such as Groupon or LivingSocial?” Yes Yes 15% 30% No No 70% 85% U.S. Population 12+ Podcast Consumers
  • 24. Podcast Consumers Are Heavy YouTube Users “Have you watched video clips or other Internet video programming from YouTube in the last week?” Yes Yes 69% 37% No No 63% 31% U.S. Population 12+ Podcast Consumers
  • 25. Podcast Consumers Are More Likely to Share YouTube Videos “Have you shared a YouTube video with anyone in the last month?” Yes Yes 51% 43% No 57% No 49% U.S. Population 12+ Podcast Consumers Base: Have Watched Video Clips or Other Internet Video Programming from YouTube in the Last Month
  • 26. Observations • Podcasts continue to be effective ways to reach affluent consumers who exhibit ad avoidance behaviors.
  • 27. Observations • The dramatic rise in Smartphone ownership is the tide that seems to have lifted Podcasting’s boats.
  • 28. Observations • As such, the mass-availability of the mobile web changes the out-of-home podcasting dynamic from “subscribe and download” to “watch on-demand”
  • 29. Observations • The term “podcasting” has hit its cap. The behavior hasn’t. Podcast producers should provide multiple hooks and packages for their content—even separating “Podcasts” from “Shows” to acknowledge differences in consumption habits and audience.
  • 30. Observations • Podcast consumers live on Facebook and YouTube. Be sure both are part of your distribution strategy.