Home  › Stats › Audience/Traffic

Forrester: Few Have Ever Heard a Podcast

  |  April 6, 2006   |  Comments

A mere one percent of connected North Americans listen to podcasts on a regular basis.

The growth of podcasting has so far fallen short of its great expectations, with only one percent of connected North Americans using them on a regular basis according to a new Forrester Research report. More dismal for the nascent medium, about 73 percent of people say they've never heard of podcasting and don't care to learn more about it.

The figures, derived from a recent survey of 5,051 online consumers in North America, throw into question the research firm's year-ago forecast that podcast use would grow to 12 million households by 2010.

A total of three percent of those surveyed said they've ever tried listening to a podcast. Of those, one percent are avid downloaders, and two percent had tried it but don't use it on a regular basis.

In a potential upside for the channel, 23 percent said they'd either like to learn more about the medium or have already heard lots about it and would like to begin listening in the next few months.

Time-shifting audio content is what appeals most to those who have tried podcasting or shown an interest in it, with large numbers of people saying they want to hear Internet radio content (39 percent), radio news programs (23 percent) or broadcast radio shows (20 percent). Only eight percent said they'd like to hear audio content produced by bloggers, the medium's grassroots founders.

Podcast listeners and would-be listeners tend to skew young, male and wealthy, perhaps unsurprisingly. They're also more likely to own an MP3 player and have broadband at home.

The report's authors conclude that to draw more advertisers and a larger audience, podcasts must become easier for marketers to measure and for listeners to manage. Sound quality remains a challenge for original content. Forrester cites new services that support podcasters, such as Odeo, Podtrac and Apple's iLife, as positive signs for the medium's legitimacy.

Podcasting also faces procedural challenges in the media brokering process, Forrester says.

"Actually buying ad space on a podcast is nearly impossible, hence the development of podcast ad networksÂ… that aggregate shows and audience profiles on behalf of advertisers," according to the report. "The challenge will be to match the inventory of ads against the diversity of podcasts."

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Zachary Rodgers

Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects. 

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Stats delivers stats headlines to your inbox twice a week. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Interactive Product Manager
      Interactive Product Manager (Western Governors University) - Salt Lake CityWestern Governors University, one of the 20 largest universities...
    • SEO Senior Analyst
      SEO Senior Analyst (University of Phoenix (Apollo Education Group)) - San FranciscoSEO Senior Analyst   Position Summary...
    • SEM & Biddable Media Manager
      SEM & Biddable Media Manager (Kepler Group LLC) - New YorkAs an Optimization & Innovation Manager at Kepler Group, you will be on the bleeding...