I am happy to see a large number of podcasting surveys and research efforts lately. The latest comes from Podtrac, who claims to have developed the largest podcasting demographics database in the world, with over 55,000 detailed demographic profiles. Some of the findings:
- 56% of podcast audiences listen to and view podcasts on their computer, compared with 46% on a mobile device.
- A huge majority, 88%, listen to or view podcast episodes in their entirety.
- 76% of podcast users are also online shoppers.
- 41% of U.S. online adults were aware of the term “podcasting” at the end of Q1 2006, compared with just 32% at the end of Q4 2005.
The results are more or less the same as some other similar surveys. Perhaps the only one that seems low is the number that listen/watch on their computers. I think the true number is actually quite a bit higher. I also wonder about the 88% who listen to an entire episode – I am willing to bet that will go down over time.
Read: Podcasting News