The Podcast Consumer Revealed: 2009 is the fourth iteration of this widely-cited study of podcast consumption by Edison Research. This data is derived from the 17th Arbitron/Edison Internet & Multimedia Series, and covers a wide variety of topics ranging from consumption and usage of podcasts to the behaviors of podcast consumers and their attitudes about advertising and content. This presentation was originally delivered by Edison VP Tom Webster as a live webinar in conjunction with the Association for Downloadable Media. For more information, visit http://www.edisonresearch.com

1. The Podcast Consumer Revealed 2009
The Arbitron/Edison Internet and Multimedia Study
Tom Webster - Vice President, Strategy and Marketing
Edison Research

2. Twitter: webby2001
Hashtag: #poddata

3. 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

6. Podcast Consumption
Metrics

7. Awareness of “Podcasting” Grows
% Who Have Ever Heard of Podcasting
2008 2009
Yes
37% Yes
43%
No
No 57%
63%
Base: Total Population 12+

8. 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.

9. Audio Podcast Listening Jumps Significantly
% Who Have Listened to a Podcast as Defined
2009 22%
2008 18%
2007 13%
2006 11%
0% 10% 20% 30%
Base: Total Population 12+

10. Video Podcast Viewing Also Continues to Grow
% Who Have Watched a Podcast as Defined
2009 18%
2008 16%
2007 11%
2006 10%
0% 10% 20% 30%
Base: Total Population 12+

12. One in Four Americans Have Watched Or Listened
to Downloadable Media
% Who Have Ever Listened/Watched an Audio/Video Podcast as Defined
Yes
25%
No
75%
Base: Total Population 12+

13. Recent Downloadable Media Consumption Shows
Audio Still More Widely Consumed than Video
% Who Have Listened/Watched an Audio/Video Podcast in the Past Month
Monthly Audio Podcast Usage 11%
Monthly Video Podcast Usage 9%
0% 5% 10% 15%
Base: Total Population 12+

14. “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 35%
Access Content Unavailable Elsewhere 15%
Access Content WHEREVER (Portable) 13%
More Control over Content 13%
Fewer Commercials 9%
Access Shorter Content 3%
0% 10% 20% 30% 40%
Base: Have Ever Listened to/Watched
an Audio/Video Podcast

15. The Podcast Consumer

16. Demographics of the Podcast Consumer
Age Sex
55 + 12 to 17
12% 13%
45 to 54 Women
15% 18 to 24 41%
22%
Men
59%
35 to 44
19% 25 to 34
19%
Base: Have Ever Listened to/Watched
an Audio/Video Podcast

17. Podcast Consumers are Well-Educated
A/V Podcast Consumers Others
40%
36%
30%
26%
23%
21%
20%
15% 15% 16%
12% 13% 12%
10% 7%
4%
0%
Adv. Degree Some Graduate Credits Four-Year College 1-3 Years of College High School/Less Refused
Base: Total Population 18+

18. Podcast Consumers More Likely to Live in
Higher Income Households
Annual Reported Household Income
A/V Podcast Consumers Others
40%
36%
31%
30%
20%
20% 17% 17% 16%
14% 13%
11% 11%
10% 8% 7%
0% Over 100K Between 75K and 100K Between 50K and 75K Between 25K and 50K Under 25K Refused
Base: Total Population 18+

19. Podcast Consumers are Active Social Networkers
% Who Currently Have A Profile Page On...
A/V Podcast Consumers
Others
34%
MySpace
18%
35%
Facebook
13%
11%
LinkedIn
3%
18%
Other Social Site
5%
0% 10% 20% 30% 40%

20. Podcast Audience More Involved with Twitter
% Saying ‘Yes’
50%
43%
40%
30%
21%
20%
10%
5%
1%
0%
A/V Podcast Consumers Others A/V Podcast Consumers Others
Have you ever heard of Twitter? Have you used Twitter in Past Month?
Base: Total Population

21. Podcast Consumers Also Content Creators
“Do you contribute to blogs on a regular basis?
A/V Podcast Consumers Others
Yes Yes
15% No No
5%
85% 95%
Base: Familiar with Blogs

22. Media Consumption

23. Most Downloadable Media Consumed at the Desktop
“Where do you most often listen to/watch Podcasts (as defined)?”
Audio Podcast Users Video Podcast Users
Computer Computer
68% 77%
Portable Device Portable Device
32% 23%

24. Podcast Audience Likely to Own Multiple Computers
“How many working computers do you have in your home?”
One
32%
Three+ Two
33% 35%
Base: Have Ever Listened to/Watched
an Audio/Video Podcast, own computer
at home

25. Most Podcast Consumers Own a
Portable Media Player
% Indicating ownership of listed device
Apple iPod 51%
Non-Apple Branded MP3 Player 34%
Portable Video Player 26%
0% 30% 60%
Base: Have Ever Listened to/Watched
an Audio/Video Podcast, own portable
MP3 player

26. 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?”
Yes
34%
No
66%
Base: Have Ever Listened to/Watched
an Audio/Video Podcast

27. Podcast Consumers are Comfortable Watching
Television Through Non-Traditional Means
% Who Have Ever Watched TV Programming by...
Purchasing/Renting Entire Series on DVD 52%
Streaming Over Internet 51%
Video On Demand from Cable/Sat Provider 46%
Downloading From Internet 29%
Watching Clips on Mobile Phone 16%
Watching clips over Slingbox 4%
0% 20% 40% 60%
Base: Have Ever Listened to/Watched
an Audio/Video Podcast

28. Podcast Consumers Spend Considerably More
Time on the Internet Each Week
Hours Spent Online per week (Hours:Minutes)
20
17:24
15
10:24
10
5
0
A/V Podcast Consumers Others
Base: Access Internet from
any Location

29. Podcast Audience Also More Likely to Listen to
Internet-based Audio
Have listened to Internet Radio (either radio stations streaming on the Internet OR Internet-only audio)...
A/V Podcast Consumers Others
90%
80%
60%
52%
38%
32%
30%
19%
11%
0%
Ever In the last month In the last week
Base: Access Internet

30. Downloadable Audio Consumers Spend More
Time Listening to Internet Audio
“How Much Time Have You Spent Listening To All Sources of Internet Audio/Week?” (Hours:Minutes)
Audio Podcast Listeners
7:47
Others 5:17
0 5 10
Base: Listened to Internet Radio in Last Week

31. Mobile Phones

32. Most Podcast Consumers Own Mobile Phones
% Who Own Mobile Phone
Yes
88%
No
12%
Base: Have Ever Listened to/Watched
an Audio/Video Podcast

33. Mobile Phones are an Essential Part of
Podcast Consumers’ Lives
% Who indicate that their mobile phone is their ‘primary’ phone
Yes
52%
No
48%
Base: Have Ever Listened to/Watched
an Audio/Video Podcast and Own a
Mobile Phone

34. Texting is Mainstream Behavior for Podcast Audience
% Who regularly use mobile phones to send/receive SMS/Text messages
Yes
68%
No
32%
Base: Have Ever Listened to/Watched
an Audio/Video Podcast and Own a
Mobile Phone

35. Mobile Phones Increasingly Used by Podcast
Consumers as Media Players
“Have You Ever Used a Mobile Phone To...”
A/V Podcast Consumers
Others
44%
Play Games
28%
31%
Listen to Music
20%
20%
Watch Video
8%
0% 25% 50%
Base: Own a Mobile Phone

36. Smartphone Ownership High Amongst
Podcast Consumers
% Indicating ownership of listed device
Wireless Email Device (e.g., BlackBerry) 19%
Smartphone 19%
Other Touch-Screen Smartphone 9%
iPhone 7%
0% 10% 20%
Base: Have Ever Listened to/Watched
an Audio/Video Podcast

37. Commerce and
Advertising

38. Podcast Consumers Far More Likely to have
Paid for Digital Content
% Who Have Ever Purchased MP3s or other Digital Audio from an Online Download Service
75%
60%
52%
45%
30%
18%
15%
0%
Others A/V Podcast Consumers
Base: Total Population 12+

39. Podcast Audience is Resistant to
Unwelcome Advertising
% Indicating They Employ Software/Services to Block Specified Content on Primary Home Computer
A/V Podcast Consumers Others
90% 88%
85%
80%
73%
70% 68%
64%
60% 55%
30%
0%
SPAM/Junk Mail Pop-up advertising Spyware/Adware Banner Advertising
Base: Access Internet from home

40. Hosts of Podcasts Seen as ‘Trustworthy’
“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’”
Strongly Agree Strongly Disagree
5 4 3 2 1
21% 28% 32% 10% 9%
Base: Have Ever Listened to/Watched
an Audio/Video Podcast

41. Nearly Half of Podcast Consumers View
Podcast Content as ‘Generally Accurate’
“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’”
Strongly Agree Strongly Disagree
5 4 3 2 1
16% 30% 34% 12% 8%
Base: Have Ever Listened to/Watched
an Audio/Video Podcast

42. Podcasts Inspire Emotional Connection
“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’”
Strongly Agree Strongly Disagree
Podcasts 13% 11% 27% 22% 26%
5 4 3 2 1
Internet Radio 9% 8% 21% 17% 44%
Base: Have Ever Listened to/Watched an
Audio/Video Podcast, Use Listed Media

43. Podcasts Exhibit ‘Receptivity’ Effects
“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]’”
Strongly Agree Strongly Disagree
Podcasts 6% 10% 18% 27% 39%
5 4 3 2 1
Internet Radio 4% 4% 13% 25% 54%
Base: Have Ever Listened to/Watched an
Audio/Video Podcast, Use Listed Media

44. Three Things

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

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

47. 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.

49. Thank You.
twebster@edisonresearch.com
TWITTER: WEBBY2001