Podtrac Survey: Most People Listen to or View Entire Podcasts

May 30, 2006

Podtrac, a podcasting service provider, today announced it has developed the largest podcasting demographics database worldwide, with over 55,000 detailed demographic profiles, representing more than 22 million U.S. podcast listeners and viewers.

Podtrac also announced the findings from its most recent quarterly survey. According to their survey, over half (56%) of the podcast audience is listening and viewing podcasts on their computers, 46% on a portable device, and the vast majority (88%) listen or view the entire podcast episode.

"Accurate demographics are critical in order to engage advertising agencies and large brands to test market podcast advertising as a component of their media campaigns," said Mark McCrery, CEO and Co-Founder of Podtrac.

Other survey findings include that podcast users are frequent online shoppers (76% shopped online in the past 30 days and 57% spent more than $200 online in the past 12 months). When comparing the survey results with the MRI Survey of the American Consumer, the index figures for the podcast audience is very high.

"Podcast listeners and viewers consistently display high index numbers for income, education and online shopping," said Paul Gold, Vice President of Market Solutions at MRI. "MRI's data in conjunction with Podtrac's survey are proving that the podcasting medium can be an interesting new component of advertising."

The survey also found that podcast awareness continues to grow as 41% of U.S. online adults were aware of term "podcasting" at the end of Q1 2006 versus 32% at the end of Q4 2005.

Source

Fad? I think not.