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Arbitron: Net Radio Up, 11% in U.S. Have Checked Out Podcasts


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April 13, 2006

Arbitron: Net Radio Up, 11% in U.S. Have Checked Out Podcasts

Heather Green

File this under another swath of surveys.

In new research released today, Arbitron says that about 11% of Americans, or 27 million people, have listened to an audio podcast. Unfortunately, they didn't have any more data, such as how many of these people listen regularly or whether these people just listened onces or twice.

Arbitron also says that after stalling for three years, Internet radio usage is on the rise. Nearly 12% of people in the U.S., or 30 million folks, are weekly Internet radio listeners, up from 8% a year ago.

What's more interesting is that nearly 19% of the 18 to 34 year olds that they surveyed listen to Internet radio weekly. In their presentation (in the bowels of the NY Hilton today), Arbitron made a point of saying that this was significant because media buyers usually say the 20% usage for any media is a tipping point.

Here's the background: The study was a survey, done between January 13 and February 12, of 1,925 people over 12 who are part of Arbitron's group of diary keepers.

10:15 AM

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Podcast Wallpaper Originally uploaded by OllyHart. Business Week reported today that Arbitron has conducted research indicating that 11% of Americans have listened to a podcast. They also reported that 12% of Americans are regular listeners of Interne... [Read More]

Tracked on April 13, 2006 11:42 AM

Heather,

For months I've been arguing that podcasting is made for training - in my case language training - and that it has a big future therein. Charlene Li agreed agreed with this in her controversial post on podcasting a couple weeks ago. I think this review at Slate.com also puts it into perspective - http://www.slate.com/id/2139939

I'd be real happy to do a podcast some time to discuss the issue!!!

Posted by: Ken Carroll at April 15, 2006 08:23 AM


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