Podcast Research Comparison
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The document summarizes findings from research by Edison Media Research and NPR Audience Insight & Research on podcast listeners. It compares demographics of podcast listeners such as gender, age, education level, income, social media usage, and primary location of podcast listening. Charts are provided showing percentages of these demographics for podcast listeners, NPR podcast listeners specifically, and US population totals.
Podcast Research Comparison
- 1. Podcast Listener Research A comparison between Edison Media Research and NPR Audience Insight & Research Findings Audience Insight & Research Matt Gallivan Sr. Research Analyst NPR Audience Insight & Research May 30, 2008
- 2. Gender Sources: The Podcast Consumer Revealed 2008 from Edison Media Research (Edison Podcast Listeners), NPR Audience Insight & Research Podcast Listener Survey, January 2008 (NPR Podcast Audience), MRI Doublebase 2007 (US Total) Audience Insight & Research
- 3. Age Sources: The Podcast Consumer Revealed 2008 from Edison Media Research (Edison Podcast Listeners), NPR Audience Insight & Research Podcast Listener Survey, January 2008 (NPR Podcast Audience), MRI Doublebase 2007 (US Total); Edison and MRI percentages adjusted to reflect that NPR data is 18+ Audience Insight & Research
- 4. Education Sources: The Podcast Consumer Revealed 2008 from Edison Media Research (Edison Podcast Listeners), NPR Audience Insight & Research Podcast Listener Survey, January 2008 (NPR Podcast Audience), MRI Doublebase 2007 (US Total); *Data for 1-3 Years of College represents Some college , trade, technical or vocational degree (NPR) and Some college but no degree (US Total) Audience Insight & Research
- 5. Income Audience Insight & Research Sources: The Podcast Consumer Revealed 2008 from Edison Media Research (Edison Podcast Listeners), NPR Audience Insight & Research Podcast Listener Survey, January 2008 (NPR Podcast Audience), MRI Doublebase 2007 (US Total)
- 6. Social Networking Audience Insight & Research Sources: The Podcast Consumer Revealed 2008 from Edison Media Research (Edison Podcast Listeners), NPR Audience Insight & Research Podcast Listener Survey, January 2006 (NPR Podcast Audience); Note that NPR data is 2 years old; NPR data does not include responses for Facebook usage; Edison notes that 15% of podcast listeners have a Facebook profile
- 7. Podcast Listening Primary Location Audience Insight & Research Sources: The Podcast Consumer Revealed 2008 from Edison Media Research (Edison Podcast Listeners), NPR Audience Insight & Research Podcast Listener Survey, January 2008 (NPR Podcast Audience) *Twenty percent of NPR Podcast listeners indicate they split their NPR podcast listening time equally between computer and portable device