A quarter of all adult internet users will listen to a “Podcast” in the next 6 months
The recent success of Ricky Gervais’s weekly “podcast” for the Guardian Unlimited and subsequent advertising by Channel 4 has shown that “podcasting” is more than just a passing fad. According to a national survey from independent research agency, BMRB, latest figures suggest that over 10% of the adult population have downloaded a podcast in the last 6 months and figures will continue to grow.
Among adult internet users, 17% have downloaded a “podcast” in the last 6 months (rising to 28% among 16-24 year olds) and 24% are likely to download a podcast in the next 6 months.
“The findings suggest that up to 7.9 million adults could be downloading podcasts in the next 6 months, which represents a massive opportunity for advertisers and media owners alike,” said BMRB marketing director Steve Cooke.
As with much new technology, podcasting is more likely to be a male activity, with male internet users almost twice as likely (22%) as females (12%) to have downloaded a podcast.
MP3s - a hit with the young, iPods - a hit with the ladies
Not surprisingly those owning an MP3 player are more likely to have downloaded a podcast (28%) with up to 38% likely to download a podcast in the next 6 months.
Currently 23% of all adults (10.8m) own an MP3 player. Levels of ownership are higher for males (28%) and particularly those aged 16-24 (58%). A further 4.3 million adults are likely to buy an MP3 player in the next 6 months, a potential market growth of 40%.
Among MP3 owners, 39% have an Apple iPod – which equates to 9% of all adults (4.2m). The iPod design seems to appeal to both males and females – there is no difference in levels of ownership between the two.
iPod ownership is huge among the young - nearly a third (30%) of all 16-24 year olds own at least one.
iTunes and Music Store – The young like to play, but not necessarily pay
18% of all internet users have used the Apple iTunes software in the last 6 months, rising to 42% among 16-24 year olds. A quarter of iTunes users have gone on to purchase music through iTunes Music Store (iTMS).
Purchasing music through iTMS seems more popular among older iTunes users. Around one third of 25-44 year olds who use iTunes have purchased music through iTMS. However, despite high usage of iTunes software among 16-24 year internet users, only about a fifth of this age group have purchased music through iTMS.
iTunes users are not restricted to iPod owners, 38% who of those who use iTunes do not own an iPod. Among the iPod owners who use iTunes only 36% have bought music through iTMS, which represents a massive opportunity for Apple – especially among the young.
BMRB is one of the largest market research agencies in the UK and winner of BMRA (British Market Research Association) Best Agency 2005. BMRB is a key operating company within the KMR Group.
The KMR Group is an integrated global research, information and software group. It manages research operations in over 30 countries worldwide, specialising in media and survey research solutions, and analysis software systems.
KMR is a division of the Millward Brown Group, part of Kantar, the information, insight and consultancy arm of WPP.
For more, visit www.kmr-group.com
1,000 nationally representative adults were interviewed by telephone between 17th and 19th February 2006. Key questions were:
1) Have you used the internet in the past 6 months?
2) Have you downloaded a 'Podcast' from the internet in the past 6 months? (this could have been a clip from the radio or TV programme or something that was available solely via the web)
3) How likely are you to download a 'Podcast' from the internet in the next 6 months? (this could have been a clip from the radio or TV programme or something that was available solely via the web)
4) Have you ever used Apple's 'iTunes' software for downloading, playing, organizing or buying digital music?
5) Whilst in iTunes have you bought music through the'iStore'
6) Do you own an MP3 player (for example Apple ipod, Sony, Creative Zen or iRiver)?
7) Do you own an Apple iPod?