Podcasts reaching further

03/09/10

Podcasts are now reaching about half as many people as internet radio does.

Research findings out of the UK has found 31 percent of those surveyed listen to radio via the internet and 16 percent listen to podcasts.

Key Findings of the RAJAR survey:
- 31 percent of adults claim to have ever listened to the radio via the internet, including 29 percent who have listened live (up from 27 percent in November 2009) and 25 percent who have used time-shifted listening (using Listen Again services, up from 23 percent).

- 71 percent of those Listen Again listeners said the service has no impact on the amount of live radio to which they listen; while half said they are now listening to radio programmes to which they did not listen previously. The average user of Listen Again services listened to just under 2 programmes in this way in the previous week.

- Awareness of Personalised Online Radio (POR) increased from 14 percent of Adults 15+ to 17 percent while the number of users of such services has increased from 8 percent to 11 percent. 6 percent claim to use POR at least once a week.

- 15 percent have heard of WiFi radio (a standalone radio set that connects wirelessly to the internet and is able to play any internet radio service) but only 2 percent claimed to own one.

- 15 percent of the adult 15+ population have downloaded a podcast. Almost half (47 percent) of podcast users claim to listen to podcasts at least once a week but only 25 percent of users find the time to listen to all the podcasts they download.

- 74 percent said that listening to podcasts had no impact on their live radio listening habits.

- The typical podcast user subscribes to just under 5 podcasts, and spent about an hour in the last week listening to them. As in previous surveys, comedy and music remain the two favorite genres. -

- 77 percent of podcast users listen to podcasts at home, and 45 percent listen in the car or on public transport.

- Podcasting appears to have a positive effect on radio listening with 36 percent saying that they now listen to radio programs to which they did not listen previously, up from 32 percent in November 2009.

- 13 percent of adults 15+ have ever listened to the radio via mobile phone. Of those, 54 percent select the station using specific FM preset and 14 percent run an app for a specific radio station.

- 20 percent of smartphone owners on the Midas survey (or 1.4 million) have downloaded a radio app and, of those, over half (53 percent) use their radio apps at least once a week.

    Read the full blog from Podcasting News – here.