Edison Media Research has released a new study the podcast consumer. The study has lots of interesting information that I think reinforces the importance of traditional media companies starting to think of subscribable media as an important new line of business.
Key findings from the study include:
Podcasting continues to grow quickly: Audio podcast listeners grew from 13% of Americans to 18% and video podcast consumption grew from 11% to 15%.
Podcasts enable more media consumption: The people consuming podcasts spent approximately 90 minutes longer per week listening to online audio than other online audio consumers
Podcast consumers are an attractive advertising demo: Podcast consumers are more likely to have a college degree and earn in excess of $75,000. They are also more frequent online shoppers and spend more money online than other Americans. These consumers are also adverse to interruption based advertising and use pop up blockers, SPAM filters and other tools to block out commercials.
Podcast consumers are internet social: 25% of them have MySpace pages and spend lots more time on the internet than non listeners.
Edison’s key takeaways from the study for podcasters:
[tags]market research, edison media research, media consumption, podcast consumption, podcast market size[/tags]