The Podcast Customer Revealed

The Podcast Consumer Revealed 2008The Arbitron/Edison Internet and Multimedia StudyTom Webster - Vice President, Strategy and Marketing Edison Media Research April, 2008The Arbitron/Edison Media Research Internet and Multimedia Study - 2008• 1,857 Telephone Interviews were conducted in January 2008 • National Random Sample • Fall 2007 Arbitron Diarykeepers • Supplemental Random Digit Dial to cover certain geographies where diaries were not available.
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The Podcast Customer RevealedThe Podcast Consumer Revealed 2008The Arbitron/Edison Internet and Multimedia StudyTom Webster - Vice President, Strategy and MarketingEdison Media ResearchApril, 2008The Arbitron/Edison Media ResearchInternet and Multimedia Study - 2008• 1,857 Telephone Interviews were conducted in January 2008• National Random Sample• Fall 2007 Arbitron Diarykeepers• Supplemental Random Digit Dial to cover certain geographies where diaries were not available. © 2006 Arbitron Inc./Edison Media ResearchPodcast Consumption MetricsAwareness of “Podcasting” Has Stabilized% Who Have Ever Heard of Podcasting 2007 2008 Yes Yes 37% 37% No No 63% 63% Base: Total Population 12+ © 2006 Arbitron Inc./Edison Media ResearchPodcasting, Defined• Podcasting is the concept of downloading various types of longer-form online audio 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 (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. © 2006 Arbitron Inc./Edison Media ResearchAudio Podcast Listening Jumps Significantly% Who Have Listened to a Podcast as Defined 2008 18% 2007 13% 2006 11% 0% 5% 10% 15% 20% Base: Total Population 12+ © 2006 Arbitron Inc./Edison Media ResearchVideo Podcast Viewing Also Shows Marked Growth% Who Have Watched a Podcast as Defined 2008 16% 2007 11% 2006 10% 0% 5% 10% 15% 20% Base: Total Population 12+ © 2006 Arbitron Inc./Edison Media ResearchThree in Ten Regular Internet Users HaveDownloaded a Podcast% Who Have Watched/Listened to a Podcast as Defined 30% 29% 24% 22% 20% 10% 0% Audio or Video Audio Video Base: Currently Access Internet, Have Used Internet In Past Week (67%) © 2006 Arbitron Inc./Edison Media ResearchRecent Downloadable Media Usage Shows VideoCatching Audio% Who Have Listened/Watched an Audio/Video Podcast in the Past MonthAudio Podcast Usage 9%Video Podcast Usage 8% 0% 2.5% 5.0% 7.5% 10.0% Base: Total Population 12+ © 2006 Arbitron Inc./Edison Media ResearchMore Than One in Five Americans Have WatchedOr Listened to Downloadable Media% Who Have Ever Listened/Watched an Audio/Video Podcast as Defined Yes 21% No 79% Base: Total Population 12+ © 2006 Arbitron Inc./Edison Media ResearchThe Podcast ConsumerDemographics of the Podcast Consumer Age Sex 55 + 12 to 17 10% 15% 45 to 54 18 to 24 20% Women 13% Men 47% 53% 35 to 44 25 to 34 21% 21% Base: Have Ever Listened to/Watched an Audio/Video Podcast © 2006 Arbitron Inc./Edison Media Research Podcast Consumers are Well-Educated A/V Podcast Consumers Others40% 39%30% 25% 24% 24% 24%20% ...