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The Demographics of a Podcaster |
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A new report from Nielsen//NetRatings shows 6.6% of the U.S. adult online population, or 9.2 million U.S. web users have recently downloaded an audio podcast and 4.0%, or 5.6 million Web users, have recently downloaded a video podcast. The adult online population in the U.S. is 143.68 million users, which represents just under half (48%) of all Americans.
Podcasting is a relatively new technology that enables users to download multimedia files, including audio and video, for playback on mobile devices including iPods and other MP3 players, as well as cell phones. These figures put the podcasting population on a par with those who publish blogs, 4.8%, and online daters, 3.9%. However, podcasting is not yet nearly as popular as viewing and paying bills online, 51.6%, or online job hunting, 24.6%.
Audio podcasts appealed more to younger users. Those aged 18-24 were almost twice as likely to listen to a podcast. Video podcasts were most popular among those aged 25-34, while those aged over 45 were less likely to download either. Mac users are the biggest consumers of podcasts. Those downloading content are three times more likely to use Apple's Safari web browser. |
