the podcast consumer revealed 2009

The Podcast Consumer Revealed 2009The Arbitron/Edison Internet and Multimedia Study

Tom Webster - Vice President, Strategy and Marketing

Edison Research

Twitter: webby2001 Hashtag: #poddata

The Arbitron/Edison Research Internet and Multimedia Study - 2009

• 1,858 Telephone Interviews were conducted in January 2009

• National Random Sample

• Persons 12+

• 17th Arbitron/Edison Internet and Multimedia Study

• 4th annual Podcast study

Podcast Consumption Metrics

Awareness of “Podcasting” Grows

Base: Total Population 12+

% Who Have Ever Heard of Podcasting

No

63%

Yes

37%

2008 2009

No

57%

Yes

43%

Podcasting, Defined

• Podcasting is the concept of downloading various types of longer-form online

audio/video 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/

video (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.

Audio Podcast Listening Jumps Significantly% Who Have Listened to a Podcast as Defined


2009

2008

2007

2006

0% 10% 20% 30%

11%

13%

18%

22%

Video Podcast Viewing Also Continues to Grow% Who Have Watched a Podcast as Defined


2009

2008

2007

2006

0% 10% 20% 30%

10%

11%

16%

18%

No

75%

Yes

25%

% Who Have Ever Listened/Watched an Audio/Video Podcast as Defined

One in Four Americans Have Watched Or Listened to Downloadable Media


Monthly Audio Podcast Usage

Monthly Video Podcast Usage

0% 5% 10% 15%

9%

11%

% Who Have Listened/Watched an Audio/Video Podcast in the Past Month

Recent Downloadable Media Consumption Shows Audio Still More Widely Consumed than Video


“Convenience” Top Reason to Watch or Listen to Podcasts“What is the ONE main reason you watch/listen to Podcasts?”

Watch/Listen WHENEVER I want

Access Content Unavailable Elsewhere

Access Content WHEREVER (Portable)

More Control over Content

Fewer Commercials

Access Shorter Content

0% 10% 20% 30% 40%

3%

9%

13%

13%

15%

35%

Base: Have Ever Listened to/Watched an Audio/Video Podcast

The Podcast Consumer

Demographics of the Podcast Consumer

55 +

12%

45 to 54

15%

35 to 44

19% 25 to 34

19%

18 to 24

22%

12 to 17

13%

Women

41%

Men

59%


Age Sex

Podcast Consumers are Well-Educated

0%

10%

20%

30%

40%

Adv. Degree Some Graduate Credits Four-Year College 1-3 Years of College High School/Less Refused

12%

36%

23%

13%

4%

12%

16%15%

26%

15%

7%

21%


A/V Podcast Consumers Others

Podcast Consumers More Likely to Live in Higher Income Households

0%

10%

20%

30%

40%

Over 100K Between 75K and 100K Between 50K and 75K Between 25K and 50K Under 25K Refused

36%

16%

20%

14%

7%8%

31%

11%13%

17%

11%

17%


Annual Reported Household Income


Podcast Consumers are Active Social Networkers% Who Currently Have A Profile Page On...

MySpace

Facebook

LinkedIn

Other Social Site

0% 10% 20% 30% 40%

5%

3%

13%

18%

18%

11%

35%

34%

A/V Podcast ConsumersOthers

Podcast Audience More Involved with Twitter% Saying ‘Yes’

0%

10%

20%

30%

40%

50%

Have you ever heard of Twitter? Have you used Twitter in Past Month?

A/V Podcast Consumers Others A/V Podcast Consumers Others

1%

21%

5%

43%

Base: Total Population

Podcast Consumers Also Content Creators

“Do you contribute to blogs on a regular basis?

No

85%

Yes

15%


No

95%

Yes

5%

Base: Familiar with Blogs

Media Consumption

Most Downloadable Media Consumed at the Desktop

“Where do you most often listen to/watch Podcasts (as defined)?”

Portable Device

32%

Computer

68%

Audio Podcast Users Video Podcast Users

Portable Device

23%

Computer

77%

Three+

33%

Two

35%

One

32%

Podcast Audience Likely to Own Multiple Computers

Base: Have Ever Listened to/Watched an Audio/Video Podcast, own computer

at home

“How many working computers do you have in your home?”

Apple iPod

Non-Apple Branded MP3 Player

Portable Video Player

0% 30% 60%

26%

34%

51%

% Indicating ownership of listed device

Most Podcast Consumers Own a Portable Media Player

Base: Have Ever Listened to/Watched an Audio/Video Podcast, own portable

MP3 player

No

66%

Yes

34%

One in Three Podcast Consumers have used a Portable MP3 Player to Watch Video


“Do you ever use your MP3 player to watch portable video?”

Podcast Consumers are Comfortable Watching Television Through Non-Traditional Means% Who Have Ever Watched TV Programming by...

Purchasing/Renting Entire Series on DVD

Streaming Over Internet

Video On Demand from Cable/Sat Provider

Downloading From Internet

Watching Clips on Mobile Phone

Watching clips over Slingbox

0% 20% 40% 60%

4%

16%

29%

46%

51%

52%


Podcast Consumers Spend Considerably More Time on the Internet Each Week

0

5

10

15

20


Hours Spent Online per week (Hours:Minutes)

Base: Access Internet from any Location

17:24

10:24

Podcast Audience Also More Likely to Listen to Internet-based Audio

0%

30%

60%

90%

Ever In the last month In the last week

11%

19%

38%32%

52%

80%


Have listened to Internet Radio (either radio stations streaming on the Internet OR Internet-only audio)...

Base: Access Internet

Audio Podcast Listeners

Others

0 5 10

“How Much Time Have You Spent Listening To All Sources of Internet Audio/Week?” (Hours:Minutes)

Downloadable Audio Consumers Spend More Time Listening to Internet Audio

Base: Listened to Internet Radio in Last Week

7:47

5:17

Mobile Phones

No

12%

Yes

88%

% Who Own Mobile Phone

Most Podcast Consumers Own Mobile Phones


No

48%

Yes

52%

% Who indicate that their mobile phone is their ‘primary’ phone

Mobile Phones are an Essential Part of Podcast Consumers’ Lives

Base: Have Ever Listened to/Watched an Audio/Video Podcast and Own a

Mobile Phone

No

32%

Yes

68%

% Who regularly use mobile phones to send/receive SMS/Text messages

Texting is Mainstream Behavior for Podcast Audience

Base: Have Ever Listened to/Watched an Audio/Video Podcast and Own a

Mobile Phone

Play Games

Listen to Music

Watch Video

0% 25% 50%

8%

20%

28%

20%

31%

44%

“Have You Ever Used a Mobile Phone To...”

Mobile Phones Increasingly Used by Podcast Consumers as Media Players

Base: Own a Mobile Phone

A/V Podcast ConsumersOthers

Wireless Email Device (e.g., BlackBerry)

Smartphone

Other Touch-Screen Smartphone

iPhone

0% 10% 20%

7%

9%

19%

19%

% Indicating ownership of listed device

Smartphone Ownership High Amongst Podcast Consumers


Commerce and Advertising

Podcast Consumers Far More Likely to have Paid for Digital Content

0%

15%

30%

45%

60%

75%

Others A/V Podcast Consumers

52%

18%


% Who Have Ever Purchased MP3s or other Digital Audio from an Online Download Service

Podcast Audience is Resistant to Unwelcome Advertising

0%

30%

60%

90%

SPAM/Junk Mail Pop-up advertising Spyware/Adware Banner Advertising

55%

64%70%

73%68%

80%85%

88%


% Indicating They Employ Software/Services to Block Specified Content on Primary Home Computer

Base: Access Internet from home

Hosts of Podcasts Seen as ‘Trustworthy’

9%10%32%28%21%

“How much do you agree or disagree, on a scale of 1-5, with the following statement: ‘You generally trust the hosts of the podcasts you watch/listen to’”

12345

Strongly Agree Strongly Disagree


Nearly Half of Podcast Consumers View Podcast Content as ‘Generally Accurate’

8%12%34%30%16%

“How much do you agree or disagree, on a scale of 1-5, with the following statement: ‘You generally believe the accuracy of podcast information/content’”

12345



Podcasts Inspire Emotional Connection

Podcasts

Internet Radio 44%

26%

17%

22%

21%

27%

8%

11%

9%

13%

“How much do you agree or disagree, on a scale of 1-5, with the following statement: ‘You feel an emotional connection to the [listed media] you regularly watch/listen to’”

12345


Base: Have Ever Listened to/Watched an Audio/Video Podcast, Use Listed Media

Podcasts Exhibit ‘Receptivity’ Effects

Podcasts

Internet Radio 54%

39%

25%

27%

13%

18%

4%

10%

4%

6%

“How much do you agree or disagree, on a scale of 1-5, with the following statement: ‘You are generally interested in the sponsorship messages/products/services advertised on [listed media]’”

12345


Base: Have Ever Listened to/Watched an Audio/Video Podcast, Use Listed Media

Three Things

1. Create more “snack-sized” alternatives in addition to longer-form content. Podcasters should emphasize portability, context-dependent listening and habit.

2. The podcast aggregation space is insufficiently developed to encourage wider adoption.

3. Podcasters who are serious about monetization have to get serious about placement, advertising content and selling product. Don’t assume there is a ‘halo’ effect.

Thank [email protected]

TWITTER: WEBBY2001

the podcast consumer revealed 2009

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