Đang tải... (xem toàn văn)
Tài liệu về "The Podcast Consumer Revealed 2008".
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 37% No 63% Yes 37% No 63% Base: Total Population 12+ â 2006 Arbitron Inc./Edison Media Research Podcasting, Dened ã 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 18% 2008 13% 2007 11% 2006 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 16% 2008 11% 2007 10% 2006 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 9% Audio Podcast Usage 8% Video Podcast Usage 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 Most Downloadable Media Consumed at the Desktop “Where Do You Most Often Listen/Watch Podcasts (as defined)?” Audio Video Computer 71% Computer 78% Portable Device 29% Base: Have Ever Listened To Audio Podcast as Defined Portable Device 22% Base: Have Ever Watched a Video 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) 2:23 1:18 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 45% Purchase/Rent Entire Series on DVD 40% Video On Demand from Cable/Sat Provider 33% Stream Over Internet 18% Download From Internet Watch Clips on Mobile Phone 0% 10% 10% 20% 30% 40% 50% Base: Have Ever Listened to/Watched an Audio/Video Podcast © 2006 Arbitron Inc./Edison Media Research Downloadable Audio Consumers Enjoy Additional Listening Opportunities “How Much Time Have You Spent Listening To All Sources of Internet Audio/Week?” (Hours:Minutes) 7:50 Audio Podcast Listeners 6:20 Total 10 Base: Listened to Internet Audio in Last Week © 2006 Arbitron Inc./Edison Media Research Television Writers’ Strike Fueled Additional Downloadable Video Consumption % who watched more original online video programming from the Internet specifically as a result of the television writers’ strike 15% Video Podcast Consumers Total 8% 0% 10% 20% Base: Aware of Television Writers’ Strike © 2006 Arbitron Inc./Edison Media Research Purchasing Behavior Podcast Consumers Far More Likely to have Paid for Digital Content % Who Have Purchased MP3s or other Digital Audio from an Online Download Service A/V Podcast Consumers 47% Others 14% 0% 10% 20% 30% 40% 50% Base: Total Population 12+ © 2006 Arbitron Inc./Edison Media Research Podcast Consumers Are Very Active Online Purchasers % Having Made a Purchase Online A/V Podcast Consumers 90% Others 82% 59% 60% 58% 32% 30% 27% 13% 0% Ever Past month Past Week Base: Access Internet from any Location © 2006 Arbitron Inc./Edison Media Research .But Are Resistant to Unwelcome Advertising % Indicating They Employ Software/Services to Block Specified Content on Primary Home Computer A/V Podcast Consumers 90% Others 87% 84% 68% 68% 74% 68% 60% 60% 51% 30% 0% SPAM/Junk Mail Pop-up advertising Spyware/Adware Banner Advertising Base: Access Internet from home © 2006 Arbitron Inc./Edison Media Research Three Things Podcast Producers Should Create “Appointments” to Consume Downloadable Media There are Tremendous Opportunities in the “Mid-Tail” to Aggregate Sizable Audiences The Downloadable Media Industry Needs to Examine Engagement Metrics to Drive Value Thank You twebster@edisonresearch.com ... 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 55 + 10%... Ever Listened to/Watched an Audio/Video Podcast © 2006 Arbitron Inc./Edison Media Research Podcast Consumers are Well-Educated A/V Podcast Consumers Others 39% 40% 30% 25% 24% 19% 20% 10% 24%... Behavior Podcast Consumers Far More Likely to have Paid for Digital Content % Who Have Purchased MP3s or other Digital Audio from an Online Download Service A/V Podcast Consumers 47% Others 14%