The Podcast Customer Revealed

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The Podcast Consumer Revealed 2008 The Arbitron/Edison Internet and Multimedia Study Tom Webster - Vice President, Strategy and Marketing Edison Media Research April, 2008 The Arbitron/Edison Media Research Internet and Multimedia Study - 2008 • 1,857 Telephone Interviews were conducted in January 2008 • National Random Sample • Fall 2007 Arbitron Diarykeepers • Supplemental Random Digit Dial to cover certain geographies where diaries were not available.

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The Podcast Consumer Revealed 2008 The Arbitron/Edison Internet and Multimedia Study Tom Webster - Vice President, Strategy and Marketing Edison Media Research April, 2008
The Arbitron/Edison Media Research Internet and Multimedia Study - 2008 • 1,857 Telephone Interviews were conducted in January 2008 • National Random Sample • Fall 2007 Arbitron Diarykeepers • Supplemental Random Digit Dial to cover certain geographies where diaries were not available. © 2006 Arbitron Inc./Edison Media Research
Podcast Consumption Metrics
Awareness of “Podcasting” Has Stabilized % Who Have Ever Heard of Podcasting 2007 2008 Yes Yes 37% 37% No No 63% 63% Base: Total Population 12+ © 2006 Arbitron Inc./Edison Media Research
Podcasting, Deﬁned • Podcasting is the concept of downloading various types of longer-form online audio programs, in the form of digital ﬁles you can listen to at any time you choose. • Podcasting does NOT refer to the downloading of individual MP3s or songs. • Podcasting does refer to the download of program-oriented online audio (such as a talk show or a hosted music program), usually as an automatic download that can be listened to at the user’s convenience. © 2006 Arbitron Inc./Edison Media Research
Audio Podcast Listening Jumps Signiﬁcantly % Who Have Listened to a Podcast as Deﬁned 2008 18% 2007 13% 2006 11% 0% 5% 10% 15% 20% Base: Total Population 12+ © 2006 Arbitron Inc./Edison Media Research
Video Podcast Viewing Also Shows Marked Growth % Who Have Watched a Podcast as Deﬁned 2008 16% 2007 11% 2006 10% 0% 5% 10% 15% 20% Base: Total Population 12+ © 2006 Arbitron Inc./Edison Media Research
Three in Ten Regular Internet Users Have Downloaded a Podcast % Who Have Watched/Listened to a Podcast as Deﬁned 30% 29% 24% 22% 20% 10% 0% Audio or Video Audio Video Base: Currently Access Internet, Have Used Internet In Past Week (67%) © 2006 Arbitron Inc./Edison Media Research
Recent Downloadable Media Usage Shows Video Catching Audio % Who Have Listened/Watched an Audio/Video Podcast in the Past Month Audio Podcast Usage 9% Video Podcast Usage 8% 0% 2.5% 5.0% 7.5% 10.0% Base: Total Population 12+ © 2006 Arbitron Inc./Edison Media Research
More Than One in Five Americans Have Watched Or Listened to Downloadable Media % Who Have Ever Listened/Watched an Audio/Video Podcast as Deﬁned Yes 21% No 79% Base: Total Population 12+ © 2006 Arbitron Inc./Edison Media Research
The Podcast Consumer
Demographics of the Podcast Consumer Age Sex 55 + 12 to 17 10% 15% 45 to 54 18 to 24 20% Women 13% Men 47% 53% 35 to 44 25 to 34 21% 21% Base: Have Ever Listened to/Watched an Audio/Video Podcast © 2006 Arbitron Inc./Edison Media Research
Podcast Consumers are Well-Educated A/V Podcast Consumers Others 40% 39% 30% 25% 24% 24% 24% 20% 19% 16% 11% 10% 6% 6% 4% 2% 0% Adv. Degree Some Graduate Credits Four-Year College 1-3 Years of College High School/Less Refused Base: Total Population 18+ © 2006 Arbitron Inc./Edison Media Research
Podcast Consumers More Likely to Live in Higher Income Households Annual Reported Household Income A/V Podcast Consumers Others 40% 31% 30% 27% 20% 20% 20% 16% 15% 16% 15% 14% 10% 10% 8% 8% 0% Over 100K Between 75K and 100K Between 50K and 75K Between 25K and 50K Under 25K Refused Base: Total Population 18+ © 2006 Arbitron Inc./Edison Media Research
Podcast Consumers are Active Social Networkers % Who Currently Have A Proﬁle Page On... MySpace 26% Facebook 15% LinkedIn 5% Other Social Site 13% 0% 10% 20% 30% Base: Have Ever Listened to/Watched an Audio/Video Podcast © 2006 Arbitron Inc./Edison Media Research
Media Consumption
Most Downloadable Media Consumed at the Desktop “Where Do You Most Often Listen/Watch Podcasts (as deﬁned)?” Audio Video Computer Computer 71% 78% Portable Device Portable Device 29% 22% Base: Have Ever Listened To Audio Base: Have Ever Watched a Video Podcast as Deﬁned Podcast as Deﬁned © 2006 Arbitron Inc./Edison Media Research
Podcast Consumers Spend Considerably More Time on the Internet Each Day Hours Spent Online in the Past 24 Hours (Hours:Minutes) 3 2:23 2 1:18 1 0 A/V Podcast Consumers Others Base: Access Internet from any Location © 2006 Arbitron Inc./Edison Media Research
Mobile Phones Increasingly Used by Podcast Consumers as Media Players “Have You Ever Used a Mobile Phone To...” A/V Podcast Consumers Others 37% Play Games 26% 22% Listen to Music 14% 13% Watch Video 5% 0% 20% 40% Base: Own a Mobile Phone © 2006 Arbitron Inc./Edison Media Research
Podcast Consumers are Comfortable Watching Television Through Non-Traditional Means % Who Have Ever Watched TV Programming by... Purchase/Rent Entire Series on DVD 45% Video On Demand from Cable/Sat Provider 40% Stream Over Internet 33% Download From Internet 18% Watch Clips on Mobile Phone 10% 0% 10% 20% 30% 40% 50% Base: Have Ever Listened to/Watched an Audio/Video Podcast © 2006 Arbitron Inc./Edison Media Research