New Podcasting Statistics At Corporate Podcasting Summit London

The always brilliant Tom Webster from Edison Media Research opened the Corporate Podcasting Summit London with some great content from the coming “Arbitron / Edison Internet and Multimedia Study 2007.” The stuff that stuck out to me, and is most important to my angle in Podcasting is as follows:

  • In 2006, 22% of their (solid) sampling had “heard” of Podcasting. The number for 2007 was 37%. Awareness continues to grow. Very good.
  • The growth of people who had listened to or viewed a Podcast rose only a small amount between 2006 and 2007. Can’t read my notes enough to get you the right number but trust you me this – just because they’re heard of Podcasting, doesn’t mean they’re doing anything about it.
  • Podcast consumers are tremendously balanced from an age/sex perspective. Any concepts that this audience is a young male geek crowd needs to go away.
  • Podcast consumers spend an average of 13.08 hours on the Internet a week whereas the non-consumers only spend 8.22.
  • Finally, and this one is very important, 40% of Podcast consumers had paid cold hard cash for content online compared to only 11% for those who hadn’t. Podcast content is teaching them the value of good content – so much so that they are willing to pay for it.

Oh yes, this is great fodder for the Podcast Secrets call tomorrow night.

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