Significant Advertising Dollars Could Soon Begin to Flow Towards Podcasting
ComScore released a study this week focusing on users who downloaded podcasts via iTunes in October 2006.
The study reveals that although the 18-24 year old share of the iTunes audiences represents 29%, it appears that people between 35-54 represent about 50% of the podcasting audience and are also more likely than average to download podcasts.
“The comScore study reveals significant advertising opportunities among several consumer segments,” said Nick Tabbal, comScore senior vice president of media and entertainment solutions. “While the conventional wisdom says that only young, tech-savvy consumers are downloading and listening to podcasts, there is also a sizable market among 35-54 year olds, indicating that the audience is broader than previously thought.”
What is clear from the report is that the consumption of podcasts increases with both income and education. In fact, individuals in households making at least $100,000 were 28% more likely than average to download podcasts.
“Since many of the top podcasts are in the educational and business genres, it’s not surprising that podcasts today appeal to the more educated and higher-income consumer segments,” added Mr. Tabbal. “Because these core audiences represent highly desirable consumer segments, it’s probably just a matter of time before significant advertising dollars begin to flow toward this medium.”
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