Podcasting is Not Just for Kids

Filed in archive Analysis , Podcasting on June 11, 2007

A ComScore survey of actual podcasting users revealed some interesting results. Compared to typical Internet users, the audience is strongly skewed to men (63% vs. 51%) and young adults 18-24 (29% vs 14%). That would be expected for a media and tech-oriented offering.

What is interesting is that the 35-54 age group was quite strong with a users share similar to or greater than the Internet. Furthermore relative podcasting penetration increased as both income and education rose. This supports programming data that shows many top podcasts are business or educational. The data points to broad acceptance of podcasting, especially among the more affluent population, which will attract advertisers.