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Study Delves Into Podcast Behavior

Study Delves Into Podcast Behavior

Talk radio formats have the most active downloaders of podcasts in a survey of MediaSpan Network site visitors.
The company said local radio station Web site visitors “are actively accessing their local sites to stream music and download podcasts.” Half of site visitors across all formats and demos go online at least monthly to stream their favorite station and 11% download podcasts, it said.
About a quarter of visitors to sports talk stations go online at least weekly to download podcasts of programs while news/talk is just behind.
The company also said younger skewing formats fare well in the podcasting arena; CHR/top 40 stations had the highest percentage of “occasional” downloaders (at least once monthly) at 53%.
“The Apple iTunes service dominated the music services that survey respondents who bought music online (18%) use, with 48% saying they used iTunes, more than double the Napster users (22%),” MediaSpan reported.
“Music downloaders (both paid and “unpaid”) continue to be younger and more apt to listen to urban/hip hop and alternative rock, as 30% of Alt Rock station visitors downloaded music at least weekly, while 28% of Urban station site visitors did so as well.”
Streaming remains the highest used interactive feature for online radio station sites. The company said its statistics suggest that the most active radio streamers may be so-called “at work moms.”
Almost 7 out of 10 radio web site visitors have broadband at home.