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UK Podcast Ad Potential

Making the most of niche listening

Advertisers in the UK who sponsor podcasts have a potentially sizable audience, according to Radio Joint Audience Research Limited (RAJAR) UK's "Podcasting and Radio Listening via Internet Survey," conducted in April and May by Ipsos-MORI.

More than one-half of responding podcast downloaders said they would be at least somewhat interested in downloading free podcasts that included advertising. Only 31% said they would be interested in paying for ad-free podcasts.

RAJAR said the average podcast user subscribed to 3.6 podcasts and spent just over one hour per week listening to them.

More than four out of 10 UK Internet users ages 16 to 54 have downloaded podcasts at some point, compared with 29.5% of US Internet users, according to Universal McCann's April 2008 "Power to the People: Social Media Tracker" report.

Regular podcast downloaders are more rare, according to a Wiggin-sponsored study of UK adult Internet users conducted in January by Entertainment Media Research. Only 8% of respondents said they were regular podcast listeners, and only 2% paid to subscribe to podcasts.

Read more - eMarketer

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