Davey Winder
Thursday, 03 July 2008 03:19
Business IT -
Networking
Page 1 of 2
A new survey from Radio Joint Audience Research (RAJAR) reveals that 79 percent of people listen to Podcasts on desktop or laptop computers, compared to just 66 percent who use an iPod or other MP3 player. It seems that the average Podcast user subscribes to 3.6 Podcasts, spends an hour every week listening to them, and prefers comedy and music to all other genres. Interestingly, 53 percent of those asked would not mind advertising in their Podcasts as long as they didn't have to pay for the privilege.
RAJAR (Radio Joint Audience Research Ltd) has just
released the
findings of its second survey
into the Podcast and radio listening online habits of the United
Kingdom population. Conducted during April and May 2008 the survey
gives a unique insight into the changing listening habits of the online
community.
Christel Lacaze, a research manager at RAJAR
told us that the survey allows us to understand "the impact of new
audio delivery formats on traditional live radio listening." There is
certainly no denying the impact of the Internet when it comes to
listening to the radio as far as the UK is concerned at least. In the
space of just six months since the last RAJAR survey, the number of
people listening online has risen by 2.5 million.
That is a 21 percent increase from 12 million to 14.5 million. In any
given week 9.4 million people will listen to the radio online, either
live broadcasts or by using a listen again service. That's up from 8.1
million people last November. Three quarters of the people using a
listen again service said that it has absolutely no impact on the
amount of live radio to which they also listen. Just under half claimed
that it meant they now listen to radio broadcasts which they would not
have been listening to otherwise.
When it comes to Podcasting, the listening figures are also up. Some 6
million people have downloaded a Podcast compared to just 4.3 million
six months ago, while 3.7 million people say they listen to a Podcast
each and every week. This weekly listening figure jumping from 1.87
million last year.
How long does the average Podcast user spend tuning in, and on what
device do they listen to those Podcasts? The answers are on the next
page...
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