March 2008 - Electronic Retailer Magazine
March 2008 - Electronic Retailer Magazine
March 2008 - Electronic Retailer Magazine
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eMarketer Research<br />
Podcast Advertising<br />
Fueled by an audience that is expected to grow by more than 285 percent in the next five years and the continued migration of content<br />
to portable devices, the channel is expected to mature and show robust increases in ad spending through 2012, according to a recent<br />
eMarketer report.<br />
U.S. Podcast Audience, 2007-2012 (in millions)<br />
26 electronicRETAILER | <strong>March</strong> <strong>2008</strong><br />
Total podcast Active podcast<br />
audience* audience**<br />
2007 18.5 6.5<br />
<strong>2008</strong> 28.0 10.0<br />
2009 38.0 14.0<br />
2010 47.0 17.5<br />
2011 56.0 21.5<br />
2012 65.0 25.0<br />
Note: ages 3+ from any location; *individuals who have ever downloaded a podcast; **individuals who download an<br />
average of one or more podcast(s) per week. Source: eMarketer, May 2007<br />
eMarketer projects that by 2012, more than 25 million Americans will listen to podcasts at<br />
least once a week, with a total podcast audience of 65 million.<br />
Online Activities of U.S. Adult Internet Users, 2006<br />
E-mail<br />
Local search*<br />
Instant messaging (IM)<br />
Online purchasing<br />
Music search and download<br />
Read blogs<br />
Video search and watch<br />
Social networking<br />
Video downloads<br />
Publish own blog<br />
Podcasting<br />
28.0%<br />
36.2%<br />
46.2%<br />
44.8%<br />
42.7%<br />
41.3%<br />
57.6%<br />
56.9%<br />
55.5%<br />
Voice communications (VoIP) 27.7%<br />
25.9%<br />
©<strong>Electronic</strong> ©<strong>Electronic</strong> <strong>Retailer</strong> <strong>Retailer</strong><br />
<strong>Magazine</strong> <strong>Magazine</strong><br />
100%<br />
Note: n=337 ages 18+; *a search is considered “to be local when the user’s intent is to find a business listing or other<br />
information that is directly tied to a given geographic boundary”; Source: Piper Jaffray<br />
According to a Piper Jaffray survey, 25.9 percent of U.S. adult Internet users engage in podcasting,<br />
as compared to 100 percent who use e-mail and 41.3 percent who participate in social<br />
networking.<br />
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