What proportion of Americans listens to podcasts? Which devices do listeners use, and where do they listen/watch? What is the demographic profile of the podcast audience?

To find out, Edison Research and Triton Digital conducted a telephone survey in January and February 2016 of 2,001 people in the United States age 12 and older (52% interviewed via landline, 48% via mobile phone). The data was weighted to reflect national age-12+ population figures.

Below, key findings from the report.

Popularity

  • 55% of Americans age 12+ are aware of the term "podcasting."
  • 36% have listened to or watched a podcast at least once.
  • 21% have listened to a podcast in the previous month; 13% have listened in the previous week.

Demographics

  • 56% of podcast fans are men, and 44% are women.
  • The podcast audience has a higher median income ($63,000) than the general US adult population ($53,000).
  • Podcast consumers are more likely to have a four-year college degree and/or graduate degree than the general US adult population.
  • Younger consumers are more likely to listen to podcasts than are Americans age 55+.

Listening Trends

  • Weekly podcast consumers listen to 5 podcasts per week, on average, for an average of 4 hours and 10 minutes per week.
  • 71% of consumers use their smartphone to listen to podcasts; 29% use their computer.
  • 53% of podcast consumers listen to podcasts most often at home.

About the research: The report was based on data from survey conducted in January and February 2016 of 2,001 people in the United States age 12 and older.

Sign up for free to read the full article.

Oh, boy. The dreaded sign up form.

Before you run for the hills, we wanted to let you know that MarketingProfs has thousands of marketing resources, including this one (yes, the one behind this sign up form), entirely free!

Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.

Already a member? Sign in now.

Loading...

ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji