Podcasts Aren't Just for Young Nerds

• Posted: Tuesday, February 19, 2008
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• Author: pradhana
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• Filed under: Market Survey, Podcasting

Many narrowcasts, many different audiences.

They don't all listen to the same programs, they don't all use iPods, and they don't all come from the same background.

They are podcast users, and they defy clear-cut connections between usage and factors such as gender, age and income level.

Arbitron and Edison Media noted a nearly even gender split between male and female US podcast listeners, with 25- to 34-year-olds making up the largest single age bloc with 24% representation in the study.

An age-based Bridge Ratings study spanning nearly two years showed growth in the percentages of older podcast listeners between August 2006 and May 2007.

The increases ranged from a 10-point spike in the percentage of respondents ages 25 to 34 who said they listened to podcasts (from 45% to 55%) to a doubling in the response rate among listeners ages 50 to 64 (from 8% to 16%).

Read more - eMarketer

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