TDG: Podcasting Audience Growing, Medium Poorly Defined by Marketers - Radio World

TDG: Podcasting Audience Growing, Medium Poorly Defined by Marketers

According to research from The Diffusion Group, 11 percent of adult broadband users, or approximately 12 million U.S. consumers, listen to podcasts at least once per month.
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According to research from The Diffusion Group, 11 percent of adult broadband users, or approximately 12 million U.S. consumers, listen to podcasts at least once per month.

TDG’s report on new media predicts that by 2012 that number will grow to 24 percent of broadband users or 38.5 million people.

It says that while podcasting continues to expand, two factors are keeping a lid on usage: podcasting is perceived as too complex for average consumers to use; and so they remain unaware of the quantity and quality of content available for consumption.

Dale Gilliam III, director of primary research and author of the report, says this lack of understanding is due to the many ways in which pundits and marketers have used the term “podcast.”

Other findings:

* Among those who listen to podcasts at least once a month, 68 percent use a portable device while 49 percent listen on a PC;

* On average, users listen to 5.4 podcasts per month on a portable device and 4.7 on a PC;

* On average, those who subscribe to podcast services are signed up for 4.1 different feeds; and 70 percent of users rely on iTunes to access podcasts.

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