Podcasts span 6% of Web

Over 6 percent of U.S. adults have downloaded podcasts in the past 30 days, according to a report released by Nielsen Analytics. More than 1,700 participants were surveyed on their podcasting usage in a first quarter 2006 study, revealing that about 6 percent of respondents described themselves as regular podcast downloaders -- more than 75 percent of whom were male. Findings also showed that approximately 38 percent of active podcast downloaders say they are listening to radio less often. "The incredible popularity of podcasting is the latest demonstration of consumers' willingness to take control of their media experiences," said Larry Gerbrandt, general manager and senior vice president of Nielsen Analytics.

Popularity and advertising

The report revealed that the most successful podcasts are garnering as many as two million downloads a month, enabling them to attract mainstream advertising.

"While essentially still in nascent form, podcasts offer free audio and video content that is inexpensive to create, easy to access and on a portable platform that has already reached mass distribution. This exciting new medium has only just begun to stretch its legs."

Overall, 60 percent of respondents surveyed said they "always" fast forward past commercials in their podcasts. Women were more likely to fast forward than men, with 67 percent saying they "always fast forward."

Given the ability to skip commercials, advertisers are already devising more effective means to reach consumers, according to Nielsen, such as embedding their messages within the program content or having podcast hosts endorse their products and services.

Listening, viewing statistics

The survey found that the average length of the podcasts being listened to was 44 minutes, though this could change with the growing popularity of video podcasts, which generally tend to be shorter.

Roughly 72 percent of respondents who regularly download podcasts say they download an average of one to three podcasts per week. About 10 percent of all podcast downloaders could be characterized as "heavy users," downloading eight or more podcasts per week.

The podcasting business

Podcasts differ from other forms of online media delivery, such as conventional streaming and downloading. Like blogs -- their largely text-based counterparts -- podcasts are being adapted by a broad range of businesses and organizations, according to the report.

Podcast users

• Cable and broadcast networks are converting episodes of some of their linear programs into cost-effective, short audio and video podcasts to serve as previews and promotions.
  
• Movie studios are exploring the potential of podcasting to market films and DVDs, such as a recent podcast promoting Paramount's Nacho Libre that features its star, Jack Black.
  
• Financial service firms, such as McDonald Investments and The Motley Fool, offer free podcasts on a variety of finance-related subjects.
  
• The online travel agency, Orbitz, offers audio descriptions of travel destinations as a marketing tool.
  
• With laptops and portable media players as ubiquitous on college campuses as textbooks, professors are making their lectures and class notes available as podcasts.
  

Measuring podcast usage

The findings of the study also point to the importance of measuring podcast usage.

"For podcasting to reach its full potential, we will have to find the best ways to keep track of its audiences," said Gerbrandt. "That means developing accurate and comprehensive metrics that will allow podcast producers, distributors and advertisers to answer questions like: 'Who are we reaching?' 'With what kinds of content?' 'When and how often?'"

Nielsen Media Research is set to launch several projects that will explore how best to collect and measure podcasting data, the first of which will begin this fall to measure a panel of 400 iPod users by utilizing a software applicatino that is downloadable onto a PC to interface with Apple's iTunes software. Nielsen will record all content accessed, and will provide detailed usage information.

Starting in the second half of 2007, Nielsen also will begin testing its "Solo Meters" for portable media devices. The new meters will track audio and video usage on mobile platforms, whether users connect via Bluetooth technology or a wired headset.

by MacNN Staff