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Podcasting Audience Up 18% Since Last Year

The audience for podcasts has grown 18% in the last year, according to an upcoming report from Edison Media Research. Awareness of podcasting has grown even more, jumping from 22% in 2006 to 37% in 2007.

  • The audience for podcasts is up by 18% from a year ago. In 2006, 11% of those surveyed listened to audio podcasts; in 2007, the number was 13%, about 18% growth. This figure looks like it may be the most controversial info in the report. At Marketwatch, for example, Frank Barnako is calling this anemic growth. While faster growth would be great for podcasters, a lot of industries would kill for 18% growth.
  • Podcast awareness has exploded in the last year, growing from 22% to 37%.
  • 49% female, 51% male.
  • All ages. The survey found more listeners 55+ than in the 18-24 age group.
  • Wired - spending more than 50% more time online.
  • More than twice as likely to own an iPod or other portable media player.
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