Wednesday, July 12, 2006

What is a Podcaster? Nielsen//NetRatings is Confusing Everyone

I was a little confused by these findings and the terminology used in this study.

Nielsen//NetRatings seems to think that listeners are podcasting or podcasters when they listen to a podcast program. I thought that podcasting is only done by podcasters or people who create content and that viewers view video podcasts and listeners listen to podcasts.

Whew... very confusing. I can only imagine the general confusion by everyday people who read this research.

See below the findings from Nielsen//NetRatings about the current podcasting adoption in the USA.

Nielsen//NetRatings announced today that 6.6 percent of the U.S. adult online population, or 9.2 million Web users, have recently downloaded an audio podcast. 4.0 percent, or 5.6 million Web users, have recently downloaded a video podcast.

These figures put the podcasting population on a par with those who publish blogs, 4.8 percent, and online daters, 3.9 percent. To put this in perspective, though, Nielsen notes that podcasting is not nearly as popular as paying bills online, 51.6 percent, or online job hunting, 24.6 percent.

"The portability of podcasts makes them especially appealing to young, on-the-go audiences," said Michael Lanz, analyst, Nielsen//NetRatings. "We can expect to see podcasting become increasingly popular as portable content media players proliferate," he continued.

Young people are more likely than their older counterparts to engage in audio or video podcasting. Web users between the ages 18 and 24 are nearly twice as likely as the average Web user to download audio podcasts, followed by users in the 25-34 and 35-44 age groups, who were also more likely than the average Web user to do audio podcasting.

Video podcasters trended a little older, with 25-34 year olds indexing the highest. Web users above the age of 45 were less likely than average to engage in podcasting of either sort.

You can get the full PDF file of the study here.

Rob Greenlee

1 comment:

  1. It's the never ending fight of who to call what, where, when, and how. Nielsen really has a long ways to go before they can publish stats about podcasts with validity. With so many services picking up my podcasts and redistributing the files via download services or streaming, I've lost track of how many potential listeners and downloads I have.