- The percentage of Americans who have ever watched or listened to a podcast is 45%, up from 43% one year ago. This equates to approximately 70 million Americans 12+.
- The podcast audience has migrated from being predominantly “early adopters” to more closely resembling mainstream media consumers.
- Podcast consumers index very highly for social networking behaviors.
- Two-thirds of podcast consumers have listened to digital audio files in their vehicles by connecting an iPod or other MP3 player to their car audio system.
Podcast Consumption Holds Steady in 2010
December 13, 2010 by Elisabeth Lewin
Click here to view the embedded video. Edison Research has made available this year’s edition of The Current State of Podcasting, a study of American podcast consumers’ attitudes and behaviors. The 2010 report is Edison’s fifth annual study and was unveiled earlier this fall at Blogworld in Las Vegas, and combined information from the Edison Research/Arbitron Internet & Multimedia series, along with previously released data from The American Youth Study 2010 and the Edison/ADM Consumer Attitudes to Podcast Advertising study, also from 2010. Principal findings of the study included: