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Podcasts: Not Just for the Young and Tech-Savvy
While the majority of podcast listeners are young, male college graduates, that doesn't mean 23-year-old degree-holding dudes are the only ones downloading. According to an October 2006 comScore study, sponsored by Ad Infuse, half of all podcast listeners are between ages 35 and 54. This finding, according to an eMarketer article, titled "Podcast User Demographics," should remind marketers not to think of podcast listeners as a "single composite entity."
According to comScore, podcast consumption increases with both income and education. For example, individuals in households making at least $100,000 annually are 28% more likely than the average internet user to download podcasts, and college graduates are 25% more likely. According to Nick Tabbal, comScore's SVP of media and entertainment solutions, this correlation can be attributed to the fact that "many of the top podcasts are in the educational and business genres."
Other findings:
* 63% of podcast listeners are male, and 37% are female.
* 29% of podcast listeners are aged 18 to 24, 14% are aged 25 to 34, 27% are aged 35 to 44, and 23% are aged 45 to 54.
* 28% of podcast listeners have a high school education, 34% have some college or an associate's degree, and 37% have a college or graduate degree.
Learn more (eMarketer)
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