Download - 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
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
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
Base: Total Population 12+
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
Base: Total Population 12+
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
Base: Total Population 12+
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
Base: Total Population 12+
“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
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%
Base: Have Ever Listened to/Watched an Audio/Video Podcast
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%
Base: Total Population 18+
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%
A/V Podcast Consumers Others
Annual Reported Household Income
Base: Total Population 18+
Podcast Consumers are Active Social Networkers% Who Currently Have A Profile Page On...
MySpace
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%
A/V Podcast Consumers Others
No
95%
Yes
5%
Base: Familiar with Blogs
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
Base: Have Ever Listened to/Watched an Audio/Video Podcast
“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%
Base: Have Ever Listened to/Watched an Audio/Video Podcast
Podcast Consumers Spend Considerably More Time on the Internet Each Week
0
5
10
15
20
A/V Podcast Consumers Others
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%
A/V Podcast Consumers Others
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
No
12%
Yes
88%
% Who Own Mobile Phone
Most Podcast Consumers Own Mobile Phones
Base: Have Ever Listened to/Watched an Audio/Video Podcast
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
Base: Have Ever Listened to/Watched an Audio/Video Podcast
Podcast Consumers Far More Likely to have Paid for Digital Content
0%
15%
30%
45%
60%
75%
Others A/V Podcast Consumers
52%
18%
Base: Total Population 12+
% 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%
A/V Podcast Consumers Others
% 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
Base: Have Ever Listened to/Watched an Audio/Video Podcast
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
Strongly Agree Strongly Disagree
Base: Have Ever Listened to/Watched an Audio/Video Podcast
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
Strongly Agree Strongly Disagree
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
Strongly Agree Strongly Disagree
Base: Have Ever Listened to/Watched an Audio/Video Podcast, Use Listed Media
1. Create more “snack-sized” alternatives in addition to longer-form content. Podcasters should emphasize portability, context-dependent listening and habit.
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.