Podcasters Most Likely to Be Young, Apple Fans
NEW YORK, July 12 /PRNewswire-FirstCall/ -- Nielsen//NetRatings, a
global leader in Internet media and market research, 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 (see Table 1). These
figures put the podcasting population on a par with those who publish
blogs, 4.8 percent, and online daters, 3.9 percent. However, podcasting is
not yet nearly as popular as viewing and paying bills online, 51.6 percent,
or online job hunting, 24.6 percent.
Podcasting is a relatively new technology that enables users to quickly
and easily download multimedia files, including audio and video, for
playback on mobile devices including iPods and other MP3 players, as well
as cell phones.
"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.
Table 1: Market Size Estimation of Audio and Video Podcasters (U.S.,
Home and Work)*
__________________________________________________________________________
Percent
Estimate Composition
of Number of Online
Segment in Segment Population
__________________________________________________________________________
Music/Audio - Download File for Portable Media
(podcast) (computer - last 30 days) ** 9,205,981 6.6
__________________________________________________________________________
Video - Download File for Portable Media
(podcast) (computer - last 30 days) ** 5,563,867 4.0
__________________________________________________________________________
Source: Nielsen//NetRatings @Plan Summer 2006 Release
* Data is based on US Adult active Online population (18+).
** Profile point has been measured for less than four (4) survey waves.
Young Demographic
As is often typical with new technologies, 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.
Table 2: Composition Index according to Age Group among Audio and Video
Podcasters (U.S., Home and Work)*
__________________________________________________________________________
Audio Podcast Video Podcast
Demographic Group Composition Index Composition Index
__________________________________________________________________________
18-24 172 147
__________________________________________________________________________
25-34 155 164
__________________________________________________________________________
35-44 117 115
__________________________________________________________________________
45-54 85 92
__________________________________________________________________________
55-64 53 49
__________________________________________________________________________
65+ 29 31
__________________________________________________________________________
Source: Nielsen//NetRatings @Plan Summer 2006 Release
* Data is based on US Adult active Online population (18+).
Note: Average composition index is 100. Any index above 100 indicates
the overrepresentation of a demographic group.
The "Pod" in Podcasting
Since the popularity of Apple's iPod is largely responsible for the
spread of podcasting, not surprisingly podcasters enjoy using Apple
products and visiting Apple Web sites. For example, audio and video
podcasters are over three times as likely as the average Web user to use
Apple's Safari as their primary Internet browser (see Table 3).
Table 3: Primary Internet Browsers among Audio and Video Podcasters
(U.S., Home and Work)*
__________________________________________________________________________
Primary Audio Podcast Video Podcast
Internet Browser Composition Index Composition Index
__________________________________________________________________________
Safari 320 336
__________________________________________________________________________
Firefox 233 176
__________________________________________________________________________
Internet Explorer 88 84
__________________________________________________________________________
AOL 63 91
__________________________________________________________________________
Netscape 57 68
__________________________________________________________________________
Source: Nielsen//NetRatings @Plan Summer 2006 Release
* Data is based on US Adult active Online population (18+).
Note: Average composition index is 100. Any index above 100 indicates
the overrepresentation of a demographic group.
Among audio podcasters, Macworld is the No. 1 most-visited content
site, with a composition index of 606 (see Table 4). Apple and iTunes are
the No. 2 and 3 e-commerce sites visited by audio podcasters, with
composition indexes of 455 and 396, respectively. The Apple connection is
not as clear for video podcasters, who flock to Startrek.com among content
sites, with an index of 864. Live365.com and eMusic are the two most
popular e-commerce sites for video podcasters, with indexes of 730 and 656,
respectively.
"Competitors to the iPod are now in the marketplace, but Apple got a
big head start," said Lanz. "It will take time before other portable media
players make significant in-roads with the early-adopters who are currently
podcasting," he continued.
Table 4: Top Content and E-Commerce Sites Visited by Podcasters (U.S.,
Home and Work)*
__________________________________________________________________________
Audio Podcasters Video Podcasters
__________________________________________________________________________
Composition Composition
Content Sites Index Content Sites Index
__________________________________________________________________________
Macworld 606 StarTrek.com 864
__________________________________________________________________________
Lycos Wired News 553 Live365.com 730
__________________________________________________________________________
Slashdot 544 Fark.com 724
__________________________________________________________________________
Composition Composition
E-Commerce Sites Index E-Commerce Sites Index
__________________________________________________________________________
Niketown.com 474 Live365.com 730
__________________________________________________________________________
Apple 455 eMusic 656
__________________________________________________________________________
iTunes 396 Niketown.com 614
__________________________________________________________________________
Source: Nielsen//NetRatings @Plan Summer 2006 Release
* Data is based on US Adult active Online population (18+).
Note: Average composition index is 100. Any index above 100 indicates
the overrepresentation of a demographic group.
*********************************************************
Nielsen//NetRatings reports June 2006 data for the Top Sites by Parent
Company and Top Brands. In addition, Nielsen//NetRatings reveals the Top
Advertisers by Company for June 2006.
Nielsen//NetRatings Top 10 Web Sites by Parent Company and Top 10 Web
Sites By Brand, June 2006
Table 1. Top 10 Parent Companies, Table 2. Top 10 Brands,
Combined Home & Work Combined Home & Work
___________________________________ ____________________________________
Unique Time Per Unique Time Per
Audience Person Audience Person
Parent (000)(hh:mm:ss) Brand (000) (hh:mm:ss)
___________________________________ ____________________________________
1. Microsoft 114,842 1:59:38 1. Yahoo! 105,217 3:19:45
___________________________________ ____________________________________
2. MSN/Windows
2. Yahoo! 105,811 3:19:24 Live 96,073 1:42:54
___________________________________ ____________________________________
3. Time Warner 103,962 4:38:11 3. Microsoft 95,095 0:40:27
___________________________________ ____________________________________
4. Google 96,785 0:54:31 4. Google 94,774 0:52:55
___________________________________ ____________________________________
5. eBay 64,802 1:30:18 5. AOL 74,081 5:56:21
___________________________________ ____________________________________
6. News Corp.
Online 62,277 1:33:22 6. eBay 58,037 1:29:59
___________________________________ ____________________________________
7. InterActiveCorp 57,020 0:27:33 7. MySpace 45,791 1:53:12
___________________________________ ____________________________________
8. Amazon 45,626 0:21:21 8. MapQuest 45,095 0:11:06
___________________________________ ____________________________________
9. Walt Disney
Internet
Group 41,634 0:40:11 9. Real Networks 38,430 0:48:17
___________________________________ ____________________________________
10. RealNetworks,
Inc. 38,458 0:48:16 10. Amazon 38,319 0:19:26
___________________________________ ____________________________________
Example: The data indicates that 38.5 million home and work Internet
users visited at least one of the RealNetworks, Inc.-owned sites or
launched a RealNetworks, Inc.-owned application during the month, and each
person spent, on average, a total of 48 minutes and 16 seconds at one or
more of their sites or applications.
A parent company is defined as a consolidation of multiple domains and
URLs owned by a single entity. A brand is defined as a consolidation of
multiple domains and URLs that has a consistent collection of branded
content.
Nielsen//NetRatings AdRelevance Top 10 Advertisers, June 2006
Top advertisers, ranked by estimated spending, are based on data from
AdRelevance, Nielsen//NetRatings' advertising research service. An
impression is counted as the number of times an ad is rendered for viewing.
Top 10 Advertisers by Estimated Spending
__________________________________________________________________________
Total Impressions
Advertiser Estimated Spending (000)
__________________________________________________________________________
1. GUS Plc $47,037,400 22,784,920
__________________________________________________________________________
2. Vonage Holdings Corp $37,462,700 16,680,886
__________________________________________________________________________
3. Verizon Communications, Inc. $18,723,100 5,678,718
__________________________________________________________________________
4. NexTag, Inc. $18,034,400 9,741,922
__________________________________________________________________________
5. United Online, Inc. $17,840,000 5,420,177
__________________________________________________________________________
6. Netflix, Inc. $16,329,400 5,256,759
__________________________________________________________________________
7. Skype Technologies S.A. $16,123,900 2,650,339
__________________________________________________________________________
8. Time Warner Inc. $13,277,500 3,889,288
__________________________________________________________________________
9. YourGiftCards.com $11,527,300 3,835,010
__________________________________________________________________________
10. E*TRADE FINANCIAL Corp. $10,645,300 2,897,455
__________________________________________________________________________
Estimated spending reflects CPM-based advertising online, and excludes
search-based advertising, paid fee services, performance-based campaigns,
sponsorships, barters, partnership advertising, advertorials, promotions
and email. Impressions reported exclude house ads, which are ads that run
on an advertiser's own or related property and co-branding relationships.
Example: An estimated 2.9 billion E*TRADE FINANCIAL Corp. ads were
rendered for viewing at the cost of approximately $10.6 million during the
surfing period.
About Nielsen//NetRatings
NetRatings, Inc. (Nasdaq: NTRT) delivers leading Internet media and
market research solutions, marketed globally under the Nielsen//NetRatings
brand. With high quality, technology-driven products and services,
Nielsen//NetRatings is the global standard for Internet audience
measurement and premier source for online advertising intelligence,
enabling clients to make informed business decisions regarding their
Internet and digital strategies. The Nielsen//NetRatings portfolio includes
panel-based and site- centric Internet audience measurement services,
online advertising intelligence, user lifestyle and demographic data,
e-commerce and transaction metrics, and custom data, research and analysis.
For more information, please visit http://www.nielsen-netratings.com.
NetRatings, Inc.
Suzy Bausch (408) 941-2965
Leilani Han (408) 941-2930
SOURCE Nielsen//NetRatings
 back to top
Related links:
http://www.netratings.com/
CONTACT:
Suzy Bausch, +1-408-941-2965, or Leilani Han,
+1-408-941-2930, both of NetRatings, Inc.
|
