Marketers Tune in to Podcasting's Potential
eMarketer recently posted two articles (here and here) on the growing market for podcasts, which has an estimated US audience of 18.5 million in 2007 (about a third of them are active users who tune in at least once a week). This number is expected to grow by more than 250% to 65 million by 2012, alongside increases in related ad spending ($435 million in 2012,
up from $165 million in 2007.) The reasons for this growth include growing awareness, a greater ease of consumption, the use of podcasting in radio, and the increased penetration of compatible portable players and smart phones (although most podcasts are still heard on PCs, not portable devices).
As to the users, they defy clear-cut connections between usage and factors such as gender, age and income level. There's 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, according to one study, although the number of older respondents doubled from 2006 to 2007. Still the numbers are small with only 5% of US college students downloading podcasts on a daily basis (compared with 83% who used e-mail, 54% who used social networks and 40% who engaged in IM’ing every day.)
As to the users, they defy clear-cut connections between usage and factors such as gender, age and income level. There's 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, according to one study, although the number of older respondents doubled from 2006 to 2007. Still the numbers are small with only 5% of US college students downloading podcasts on a daily basis (compared with 83% who used e-mail, 54% who used social networks and 40% who engaged in IM’ing every day.)
Posted by Universal Ad
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