Here are some stats from a recently released Edison Media research report, “The Podcast Consumer Revealed: An Exclusive Early Look at the Growing Podcast Audience.”
• Podcast listeners are generally more affluent, well-educated, and spend more money online
• Podcast listeners represent a 50/50 split among men and women and demonstrate high levels of avoidance behavior—they know how to evade marketing
• 40% increase in consumption of audio podcasts between ’07 and ‘08
• 21% of Americans (54 million) have watched or listened to downloadable media
• Ad recall rates from podcasts are 47% higher than traditional ad spots—a highly engaged audience!
• 75% of podcasts are accessed through iTunes
• The most viewed/listened to iTunes shows get between 160,000 and 250,000 views/listens per episode
—Bill Golden, managing editor
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