New Podcasting Demographics from Podtrac
Podtrac, a provider of podcast advertising solutions, released new figures today about podcast demographics. The information comes from online surveys conducted with over 22 million podcast listeners and viewers. Podtrac states that they have the largest database of such information available.
Here’s a summary of the information provided:
- 56% of podcast viewers and listeners are consuming the content on their computer, the rest use portable devices
- 88% of podcast consumers listen to or view the entire program (very encouraging for both podcasters and advertisers)
- Podcast listeners tend to have high income and education
- 76% of podcast listeners have shopped online in the last 30 days
- 41% of adults in the U.S. that are online were aware of term “podcasting” at the end of Q1 2006 (compared to 32% at the end of Q4 2005)
UPDATE: Paul Colligan makes a valid point when he reminds us to “remember the source of these numbers.”
He points out:
These are the big fans. These are the people willing to fill out surveys for you.
…it is, in short, a survey of active Podcast consumers, not the passive ones.
