This report from Arbitron/Edison Research is very encouraging for those interested in seeing the growth of Podcasting. Just when we thought podcasting’s popularity was slowing down, this report shows quite the opposite. You can watch the presentation which includes audio from Edison’s Vice President of Strategy and Marketing, Tom Webster along with the slides.
Here are the main highlights from their findings:
- Awareness of podcasting grew from 37% of Americans to 43%
- One in four Americans indicated that they have ever downloaded and watched/listened to an audio or video podcast
- The number one reason given for podcast consumption was time-shifting–the ability to consume content whenever the consumer desires.
- Podcast consumers continue to be attractive advertising targets; yet are increasingly unreachable through traditional, interrupt advertising.
You can watch the entire presentation below.