Ipsos Mori UK Study Highlights Big Growth in Podcast usage
A new UK study by Ipsos Mori has identified some interesting trends in podcast usage, these include:
- Podcast listening occurs throughout the day, with an evening peak when 44% of podcast users click on the play button. A total of 38% of podcast users now listen to content that is more than a week old
- Since November 2007 there has been a 37% increase in the number of people who have downloaded a podcast in the UK and a 98% increase in the number of people who listen to a podcast each week
- The average podcast user subscribes to 3.6 podcasts and spends just over an hour a week listening to them
- iTunes remains the preferred software for almost three-quarters of users who subscribe to podcasts, while a fifth simply download directly from the website via their browser
- 79% of people listen to podcasts on their home computer and 66% listen via a portable audio player
One really fascinating finding from the study, suggests that podcasting can also grow traditional radio audiences. Although 10% of those surveyed said they listened to less live radio after starting to download podcasts, 15% said they listened to more live radio since downloading podcasts. 39% said they were listening to radio programs they did not listen to previously.
It’s interesting to see that by embracing podcasting, radio stations can actually grow their audiences.
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