Podcasting boosts radio audiences

James Lewin writs in Podcasting News:

People are leaving traditional radio behind for on Internet radio and podcasting, but a new UK study suggests that radio stations that embrace podcasting can actually grow their audiences.

The trend towards listening to radio content when we want to (time-shifting) and reaching audiences who did not listen to particular programmes previously, are interesting observations. It also seems to me that any podcasting strategy Feba employs to deliver our content to more ears must remain focused on iTunes.

 

Original article here - remainder of James Lwein’s article at Podcasting News.

Research firm Ipsos Mori has found that 10% of those surveyed said they listened to less live radio after starting to download podcasts. However, 15% said they listened to more live radio since they began downloading podcasts, and 39% said they were listening to radio programs they did not listen to previously.

Other highlights of the research:

• Podcast listening occurs throughout the day, with an evening peak when 44% of podcast users click on the play button. A total of 83% of podcast users now listen to content that is more than a week old.
• 6 million people in the UK have now downloaded a podcast - up from 4.3 million in November 2007. And 3.7 million now say they listen to a podcast each week, up from 1.87 million in last year’s survey.
• The average podcast user subscribes to 3.6 podcasts and spends just over an hour a week listening to them. Comedy and music continue to be the two favorite genres.
• iTunes remains the preferred software for almost three-quarters of users who subscribe to podcasts, while a fifth simply download directly from the website via their browser.
• 79% of people listen to podcasts on their home computer and 66% listen via a portable audio/mp3 player.
• 53% said they would be interested in downloading podcasts containing advertising if they were free.
• Only 31% responded positively to the idea of podcasts without adverts that had to be paid for.
• Original article here

 

Posted by Mark July 2008

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