Edison Media – Podcasting 2010

Tom Webster, VP of Strategy & Marketing for Edison Research, recently presented the renowned company’s fifth annual study of American podcasting consumers at the Blogworld New Media Expo.  The presentation contained previously unreleased data from The American Youth Study 2010 conducted by Edison Research & Arbitron as well as the Edison/ADM Consumer Attitudes to Podcast Advertising Study 2010.
| Watch Presentation (63m) | Download Slides |

Here’s what you need to know:

  • Podcast consumers are highly engaged with social media
  • A majority listen to podcasts in their vehicles (through iPod or other MP3 connectivity)
  • Mobile Phone Media consumption is rising quickly, although most podcast consumers still prefer to get content on their desktop computers than dedicated media players
  • About 70-million Americans 12+ have listened to a podcast in the past year, that’s up slightly from last year to 45% of the population

The most important takeaway point Webster makes is the podcast audience is no longer just an “early adopter,” but now more closely resembles mainstream media consumers.

Dave & Geri in Grand Rapids are a great example of a highly successful morning show which has made the transition from traditional radio to on demand content.  Their daily “FunCast” now averages more than 40-thousand downloads per week and continues to grow.  Paul Poteet & Tom Davis in Indianapolis are another example with their “Off The Cuff” podcast in Indianapolis.

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