New Research Shows Podcasting Still Going Strong


For those who think podcasting has grown a little long in the tooth, chew on this…

New research from Edison Research and Arbitron released this week shows that not only is podcasting holding its own, but it is a particularly good fit with two of the biggest trends in media and communications today — social networking and mobile devices.

Podcasting Still Going Strong

The study, titled The Podcast Consumer 2012, shows:

  • The percentage of Americans who have ever listened to an audio podcast is 29%, up from 25% last year and 13% in 2007.
  • One in five smartphone owners (20%) have listened to an audio podcast in the last month.
  • Nearly four of every five podcast consumers (78%) use or have a social network profile page, compared with 56% of the broader U.S. population.
There are lots of other great details in the report that support these points. Just click through the slides below to review the data.
Overall, this research tells me that audio podcasting — video, too — is a great way for marketers to tell their stories, particularly when used in conjunction with mobile and social networks.

In fact, there may never have been a better time to be podcasting. So pull out your mics and start recording.