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Nielsen Analytics: 9 Million Web Users Have Downloaded Podcasts
Wednesday, July 19th, 2006 at 3:00 PM - by Brad Cook
Nielsen Analytics on Thursday announced the results of a study in which it found that 9 million Web users, or slightly more than 6% of U.S. adults, have downloaded podcasts over the past 30 days. Approximately 38% of those who said that they actively download podcasts indicated that they listen to radio less often.
Nielsen also found that successful podcasts are seeing as many as two million downloads each month, which has brought in advertisers, but 60% of the survey's respondents said that they always fast forward through a podcast's commercials. Women were more likely to fast forward through podcast commercials than men, according to Nielsen.
Advertisers have already responded to that trend, however, and "are already devising more effective means to reach consumers, such as embedding their messages within the program content or having podcast hosts endorse their products and services."
The average length of a podcast is 44 minutes, although Nielsen said that the growing interest in video podcasts will likely reduce that number, since they tend to be shorter than audio-only podcasts. Seventy-two percent of those who are regular podcast consumers download one to three of them each week, on average, while 10% of them are heavy users who download eight or more weekly.
Nielsen also looked at the business of podcasting, finding that "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." In addition, podcasts such as the recent ones promoting the movie Nacho Libre show a desire by movie studios to use the medium as part of their marketing efforts.
In other areas, Nielsen found that financial service firms are offering free finance podcasts, while the online travel agency Orbitz has started featuring audio descriptions of travel destinations. Podcasts are also becoming a major part of the curricula on college campuses, with professors making lectures and class notes available as podcasts.
Nielsen's complete study, "The Economics of Podcasting," is available for purchase for US$1,195.
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