Updated Wednesday August 8, 2006
Survey Update: Podcasting
Use by 18-34 year olds Off Since Mid 2005
Based on interviews with radio
listeners in ten national markets*, Bridge Ratings released today
its updated analysis of podcast use. Phone interviews were conducted
with members of the Bridge Ratings Podcast Panel to measure their
use of podcasts over time. This is an on-going study of podcast
users and not the general population.
The following chart displays responses
from the sample and the question: "Have You Listened to
a Podcast in the Last 30 Days?" The chart compares March
and January 2006 responses to July 2005.
In general, the study indicates
an overall reduction in the number of people who have listened
to a podcast in the last 30 days. Interestingly, podcast use
is up among older adults and down significantly among those 12-34
years of age.
Bridge Ratings continues to monitor podcast use over time.
One way users are tracked is through the use of panels or
groups of users who are interviewed over time in order to
record consistent use patterns among identical samples.
When interviewed about this change in behavior,
the following reasons were given for less podcast downloading
by the 12-34 year olds who participated in this phase of
1. Schedule related. Too busy.
2. Use of alternative entertainment media
3. Podcast content became uninteresting
- not cool anymore.
4. Podcast “fatigue”. Tired
of seeking new content.
Bridge Ratings predictive analysis
of podcast use trends has lowered its estimate based on this
study and its responses at this moment in time. We have adjusted
our end of 2006 estimate of the podcast universe from our original
9 million to 8.4 million people who will have listened to a podcast
at any time. iTunes continues to be referrenced as the most often
accessed portal for podcast downloads growing from July 2005's
63% to March 2006's 68%.
The study reveals that two different
metrics define the podcast user universe: Weekly users and those
that have ever downloaded and listened to a podcast.
The study shows that currently
approximately 20% of users who have ever downloaded and listened
to a podcast do so on a weekly basis. This group downloads an
average of five podcasts per week and spends approximately three-and-a-half
hours a month listening to the podcasts they download.
More interestly, on average less
than 20% listen to their podcast downloads on an MP3 player or
other digital device. This metric has not changed since our initial
study of podcast behavior in July of 2005.
*Sample = 4,400 listeners 15+.
Sample erro = +/- 1.5%
*Markets including in this study:
Los Angeles, San Francisco, Seattle, St. Louis, Chicago, Boston,
Washington, DC, Miami, Dallas, Atlanta.
is a ratings and research company based in Glendale, California.
We are dedicated to providing on-going, immediate, reliable,
useable and affordable audience measurement services for the
radio industry. Our methodolgy is based on sound consumer research
principles. We are in the business of tracking listeners -
not listening. Because we are a true research company we offer