Podcasting on the rise following Gervais success
LONDON - Rather than being a flash in the technological pan, podcasting is on the rise with research showing that as many as a quarter of all adult internet users will listen to a podcast in the next six months.
Podcasting has been given a leg up by the runaway success of Ricky Gervais and company, first for the Guardian Unlimited and more recently as a subscription service.
The study by market research agency BMRB suggests that over 10% of the adult population have already downloaded a podcast in the last six months and figures will continue to grow.
Among adult internet users, 17% have downloaded a podcast in the last six months, rising to 28% among 16- to 24-year-olds, and 24% are likely to download a podcast in the next six months.
Steve Cooke, BMRB marketing director, said: "The findings suggest that up to 7.9m adults could be downloading podcasts in the next six months, which represents a massive opportunity for advertisers and media owners alike."
The research also found that there was a definitely male bias with the emerging technology, with male internet users almost twice as likely (22%) as females (12%) to have downloaded a podcast.
In addition, the research confirmed that downloading podcasts was more prevalent among those who own an MP3 player, with 23% of all adults or 10.8m now owning such a device.
BMRB found that levels of MP3 player ownership were higher among men, with 28% having one and particularly high among the 16-24 age group where ownership jumped to 58%. Those owning MP3 players is likely to jump to more than 15m with another 4.3m set to buy an MP3 player in the next six months, representing market growth of 40%.
Apple and its iPod continue to dominate the market, representing 39% of all MP3 players equally split among men and women.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.
Latest jobs Jobs web feed
- Account Director- Exciting Online Content Marketing Company- Up to £70,000 plus OTE Cedar Scott Up to £70,000 basic (up to £90,000 OTE) plus share options, Central London
- Category Manager Pearson Competitive salary & performance related bonus & benefits, Central London
- Global Product Manager Evans Taylor c£50k - c£60k p.a. plus car, bonus and benefits, North East of England or Central London
- Retail Marketing Manager - Maternity Cover Tottenham Hotspur Football Club Up to £35,000 pro-rata, Tottenham and Enfield
- Brand Manager Radisson Blu Edwardian, London Competitive , South Kensington, London
- ACCOUNT DIRECTOR/SENIOR ACCOUNT DIRECTOR - BTL/SP/Brand Experience - London - £45 - £55k plus bonus Judi Patton £45K-55K plus bonus, London/Greater London
Integrated digital marketing offers huge opportunities to engage, servic...
Mobile marketing is coming of age, and the pace of change is now exponen...
With UK consumers spending an average of £1,083 a year online, int...
Conversational Mobile Marketing: Engage Customers and Empower Advocates (Expert Reports) External website
The pressure is on for marketers and mobile operators to embrace a strat...
As a nation, the UK is media and technology obsessed with over half of t...
All customers have the potential to become your brand advocates, driving...