Personal Tech Pipeline | Podcasting Survey

White Papers

Sponsor Resources

WebCasts
Free Newsletter GlossaryContact UsAbout Us
Players & CamsPhones & PDAsHome & AutoOnline

December 27, 2005

More Women Are Tuning In To Podcasts



Courtesy of InformationWeek

The early-adopter returns from the podcasting front indicate that what has been a male-dominated audience is shifting as more women tune in. Survey findings released Tuesday by Podtrac, which last month launched a podcast-advertising matchmaking service, show that while 78% percent of those who have ever listened to a podcast are male, more than one half (51%) of those who say they've listened to podcasts during the most recent week are women.

The study, commissioned by Podtrac and conducted by custom research house Taylor Nelson Sofres, provides one of the most detailed glimpses yet of the podcasting audience, based on a sample of 1,000 adults surveyed in December. And despite the growing hype around podcasts--downloadable audio recordings that listeners can hear at their convenience via their PCs, iPods, or other MP3-playing devices--the audience remains small.

The survey found that one-third of respondents are familiar with the term "podcasting," and about one-third of those (or one-ninth of the total sample) have ever listened to a podcast. Moreover, about two in five of those (or less than 5% total) had listened to a podcast in the preceding week.

But those numbers are music to the ears of Podtrac CEO and co-founder Mark McCrery, who says the survey findings suggest that podcasting is poised to become a powerful advertising medium sooner rather than later. "To have 10% of Internet users listening to a podcast and finding podcasting content that's meaningful to them in such a short period of time is remarkable," says McCrery, who obviously has motivation to talk up the advertising potential of podcasts. "Podcasting is still in its very early stages, but we're finding that the listenership and viewership in many podcasts is signifciant and targeted and worthy of advertiser interest."

McCrery also says that the gender balance of the podcast audience looks like it will correct itself much quicker than the Internet at large, which attracted a male-dominated audience for several years. Already, he says, females are dominating some podcasts that are emerging as attractive advertising options. Case in point: MuggleCast, a weekly podcast of Harry Potter-related news and analysis that's attracting 300,000 downloads a month with an audience that's three-fourths women under the age of 24. Says McCrery, "That's a great advertising environment."

E-mail This Story
Print This Story
Reprint This Story




More Information


Get the latest Personal Tech news, product info, and trends every week.


Related Content

  Right-click and choose Copy to extract RSS Feed URL  Personal Tech Pipeline's Main RSS Feed
  Right-click and choose Copy to extract RSS Feed URL  Personal Tech Pipeline's Blog RSS Feed



Keeping Up To Date On Enterprise Server Tech?
Review our compilation of columns on server security, database software, and Linux issues.
Unleash the Power & Opportunity of Grid Computing
Experts will identify trends in grid computing, provide
examples and examine solution options.
Using Current Performance to Shape
Future Results

Hear new strategies for improving business
performance and results.

Editor's Picks

Well, Microsoft has "unfolded" its "Origami" ultra-mobile PC platform Thursday. It turned out to be a full-featured PC smaller than a tablet but bigger than a PDA. Are you impressed?
Yes! I want one!
Sort of. We'll see.
No! It's too big for a pocket and too small for real computing. What's the point?


In search of personal tech products? See our new Product Finder, where you'll find personal computing devices, communications solutions, security products, and more.



PERSONAL TECH PIPELINE MARKETPLACE (sponsored links)
On the CIO Agenda with IBM
With business growth back on the agenda, the role of the CIO is changing from manager of technology to C-suite collaborator in enabling innovation that matters for the business. Read an executive summary and register to download the full IBM paper.

Symantec Backup Solutions
Desktop to Data Center Protection. Explore the Official Symantec Site.

SEC & HIPAA IM Compliance
Satisfy regulatory and compliance requirements for instant messaging.

Secure & Easy Console Management with Digi CM
The Digi CM console server provides secure, intelligent & easy access to network devices with a serial console port. With Digi CM, you can securely monitor & control servers, routers, switches & other devices even when your network is down.

Learn how much you save with open source.
Find out how much of a financial impact open source can have on your enterprise. Get these tools now, compliments of JBoss. Go!


Buy a Link Now


Top ten search terms from the TechWeb TechEncyclopedia
Stellent eSeminar "Approaches to Metadata Design" on March 23
Mobilized Solutions Guide: Find and compare solutions for your business
Top Requested White Paper Categories from TechWeb White paper Library
Top ten search terms from the TechWeb TechEncyclopedia