The Diffusion Group reports that, based on their latest research, 11% of adult broadband users (some 12 million US consumers) listen to podcasts at least once per month. They also predict that the podcast audience will more than double in the next five years, to 24% of broadband users (38.5 million Americans) by 2012.

The story goes on to say that the expansion is being held back by 2 key factors, perception of complexity and lack of awareness of the wealth of content available.

Here’s some other key findings:

• Among those that listen to podcasts at least once per month, 68% use a portable device while 49% listen to them on a PC (an interesting insight given that many define podcasting as only a portable medium);
• On average, users listen to 5.4 podcasts per month on a portable device and 4.7 on a PC;
• On average, those who subscribe to podcast services are signed up for 4.1 different feeds; and
• 70% of users rely on iTunes to access podcasts.

Get the rest of the story at podcastingnews.com

Do you need to be an omnivore to consume or listen to podcasts?

Podcasting News

That was the headline on one of the stories in the Guardian this week, and it came on the day the radio industry celebrated the best of the best at the annual Sony Awards.

On a poll commissioned by Sony and carried out by ICM it seems the industry has underestimated how many people are listening to audio and radio content on devices other than radios. Here’s some of the key figures:

Three in 10 people listen to radio via the internet
More than four in 10 listen via digital TV
One in five listens on an MP3 or other digital music player
One in eight listens via a mobile phone with a built-in tuner, rising to one in three among 18 to 24-year-olds, a far higher proportion than any other age group

What does that mean to you if your thinking of podcasting or creating some time-shifted content?

It means more and more people are listening using iPod type devices or mobile phones. These devices are hungry for content. The owners of these devices are getting more used to the technology and the ability to create their own radio schedule, something that has big implications for traditional radio. It means that if you have cool, compelling, useful, interesting content, there is a way to get that content to a whole load of listeners.

For a free consultation, call Audemos on +44 (0) 208 144 7597

Podcasting News has this little nugget of a story.

Business Week is hyping the advertising potential of podcasts, calling them The Next Big Ad Medium.

According to their analysis, podcasts are poised to grab a larger slice of the multibillion-dollar online advertising pie. They highlight research from eMarketer expects that advertisers will spend more than $400 million on podcasting by 2011, up from $80 million last year.

Let’s hope it’s quality rather than quantity. Podcasting is great for the right brand or product, but it’s not a perfect fit for all. There are a lot of companies out there happy to tell people that podcasts are for everyone and can be used to sell anything.

Give Audemos a call or email, and we’ll listen to your needs and your ideas. We’ll give you our honest and expert opinions, and not just because we want you as a client, but because we love creating cool shows.

“Despite the small base of users, podcasting represents an attractive medium, given its targeting, its low cost and its obsessive/passionate user base, says the report. “These people constitute an excellent media target,” Belcher said. “It’s a self-selecting medium. These people are into it, and they’re really into it.”

The story goes on to say that Google will soon offer an audio version of Ad Sense for podcasts - offering small and big advertisers an easy way to traffic their ads into any number of podcasts. They already offer a service this for normal radio, after the purchase of Dmarc for $102 million last year.

Read the whole story at Media Week.