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Podcasting Usage Profiles and Demand Forecasts thru 2012


Description: The purpose of this report is to offer insight into how consumers perceive and interact with podcasts. With regards to podcasting, some consumers might be interested in certain podcast content, yet they may lack the ability, knowledge, or desire to access this content.

Upon reading this report, you will gain insights into how the podcast listener is defined as well as how they engage with podcast content; the amount of podcasts the typical listener consumes and subscribes to; and the means in which podcasts are accessed.


Contents: 1.0 Introduction

2.0 Defining Our Terms
2.1 Podcasting (to this Point)
2.2 Necessary versus Sufficient Elements
2.2.1 On the Necessity of Portability
2.2.2 On the Necessity of Downloading
2.2.3 On the Necessity of Using a Feed Reader
2.3 Podcasting - Toward a New Definition
2.4 So Why the Fuss?

3.0 Research Methodology
3.1 Survey Methodology
3.2 Analytical Methodology

4.0 Podcast Usage among U.S. Broadband Consumers
4.1 Familiarity with Podcasting
4.2 Frequency of Listening to Podcasts
4.2.1 On a PC
4.2.2 On a Portable Device
4.2.3 Methods vs. Frequency of Listening
4.3 Perceived Benefits of Podcasts
4.4 Podcast Software Usage
4.4.1 Specific Applications Used
4.4.2 Number of Subscriptions through Software

5.0 Profiling Podcast Users
5.1 Technological Characteristics
5.1.1 PC Ownership
5.1.2 Portable Media Device Ownership
5.1.3 Other CE Devices
5.2 Media Usage and Behavior
5.2.1 DVD Purchasing Behavior
5.2.2 Movie Rental Behavior
5.2.3 Online Music Services
5.3 Demographic Characteristics
5.3.1 Gender
5.3.2 Age
5.3.3 Education
5.3.4 Technology Adopter Status
5.3.5 Computer Skills

6.0 Forecasting Podcast Usage
6.1 Barriers to Adoption
6.2 Overview of Internet User Segments
6.3 Podcast Usage and Adoption by Segment
6.3.1 Familiarity by Segment
6.3.2 Experience Ratio by Segment
6.3.3 Attachment Ratio by Segment
6.4 Forecasts

Appendix

List of Figures
Figure 1 Familiarity with Podcasting
Figure 2 Frequency of Listening to a Podcast on a PC
Figure 3 Frequency of Listening to a Podcast on a Portable Device
Figure 4 Advantages Offered by Podcasts
Figure 5 Podcast Software Used
Figure 6 Number of Podcast Subscriptions
Figure 7 Desktop PC Ownership Among Podcast Users
Figure 8 Laptop PC Ownership Among Podcast Users
Figure 9 PMP/DMP Ownership Among Podcast Users
Figure 10 Mean Number of DVDs Purchased in Last Six Months Among Podcast Users
Figure 11 Mean Number of Movies Rented Per Month Among Podcast Users .30
Figure 12 Familiarity with Online Music Services Among Podcast Users
Figure 13 Gender of Podcast Users
Figure 14 Mean Age of Podcast Users
Figure 15 Degree Completed Among Podcast Users
Figure 16 Current Full-Time Students Among Podcast Users
Figure 17 Adopter Status of Podcast Users
Figure 18 Computer Skills of Podcast Users
Figure 19 Size of Internet User Cluster Segments
Figure 20 Familiarity with Podcasting by Internet User Segment
Figure 21 Podcast Experience Ratio by Internet User Segment
Figure 22 Podcast Attachment Ratio by Internet User Segment
Figure 23 Number of Podcast Users by Segment (2006 - 2012)
Figure 24 Forecast for Podcast Users (2006 - 2012)
Figure 25 Forecast for Podcast Users as a Percentage of Broadband Users (2006 - 2012)

List of Tables
Table 1 Summary of Podcast Listening
Table 2 Estimated Number of Podcasts Consumed
Table 3 “Other” Podcast Software Used
Table 4 Age of Podcast Users
Table 5 Number of Podcast Users by Segment (2006 - 2012)
Table 6 Percentage that Use Podcasting by Segment (2006 - 2012)
Table 7 Number of Televisions (All Types) Among Podcast Users
Table 8 Number of HDTVs Among Podcast Users
Table 9 Number of Stand-Alone DVD Players Among Podcast Users
Table 10 Number of Game Consoles Among Podcast Users
Table 11 Number of Non-PC Speaker Pairs Among Podcast Users
Table 12 Number of Digital Video Recorders (DVRs) Among Podcast Users
Table 13 Number of Stereos Among Podcast Users
Table 14 Number of Portable Digital Music Players (DMPs) Among Podcast Users
Table 15 Number of Portable Media Players Among Podcast Users
Table 16 Number of PDAs Among Podcast Users
Table 17 Number of Portable Game Consoles Among Podcast Users
Table 18 Number of Smartphones Among Podcast Users
Table 19 Number of Digital Photos Stored on PC Among Podcast Users
Table 20 Number of Digital Music Files Stored on PC Among Podcast Users
Table 21 Number of Digital Video Files Stored on PC Among Podcast Users
Table 22 Ethnicity of Podcast Users
Table 23 Annual Household Income of Podcast Users
Table 24 Marital Status of Podcast Users
Table 25 Type of Residence of Podcast Users
Table 26 Region of Residence of Podcast Users
Table 27 Area of Residence of Podcast Users
Table 28 Number of Children in the Households of Podcast Users
Table 29 Number of Adults in the Households of Podcast Users
Table 30 Political Affiliation of Podcast Users




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