Ex-podcast listeners outnumber current audience
A bit like when we looked at RSS readers two weeks ago, today we see in this survey from Marsh and reported on by japan.internet.com that podcasting also seems to be falling by the wayside.
Demographics
Over the 14th and 15th of May 2008 300 members of the Marsh online monitor group completed a private internet-based questionnaire. The sample was split 50:50 male and female, and by age 20.0% in their teens, 20.0% in their twenties, 20.0% in their thirties, 20.0% in their forties, 14.7% in their fifties, and 5.3% aged sixty or older.
Q1 gives a jaw-droppingly high score for iPod ownership!
I’ve always wanted to do a podcast, but I don’t really like listening to recordings of my voice.
Research results
Q1: Do you have an iPod? (Sample size=300)
Yes 30.3% No 69.7% Q2: Do you know the term “podcasting”? (Sample size=300)
Yes (to SQ1) 25.7% Just heard the term (to SQ1) 33.3% No 41.0% Q2SQ1: Have you ever listened to podcasts? (Sample size=177)
Currently listen to them (to SQ2) 15.3% Used to listen to them (to SQ2) 15.8% Never listened to them 68.9% Q2SQ2: What kinds of contents have you listened to? (Sample size=55)
Votes Percentage Music 28 50.9% Radio 27 49.1% Language 16 29.1% News 15 27.3% Movies 9 16.4% Other 2 3.6% About 90% used iTunes to manage their podcasts, and the favourite portal for contents, with 25 out of 55 using or having used it, was Yahoo! podcast. However, 24 people had never used any portal site.
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Jackie Peters said,
May 28, 2008 @ 09:26
Two things pop out at me here:
1. this all says “listen” what about watch? Is this audio only? I’m sure many are moving to video.
2. people may be watching portable video or listening to portable audio and are just not aware that it’s a podcast.
Portable digital audio players owned by majority of Japanese » 世論 What Japan Thinks said,
May 30, 2008 @ 22:45
[…] the recent survey showing a distinct lack of interest in podcasting, this survey reported on by japan.internet.com and conducted by JR Tokai Express Research Inc into […]