International Podcastersurvey
International Podcastersurvey
International Podcastersurvey
You also want an ePaper? Increase the reach of your titles
YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.
<strong>International</strong> <strong>Podcastersurvey</strong><br />
Dennis Mocigemba & Gerald Riechmann<br />
<strong>International</strong> <strong>Podcastersurvey</strong><br />
Podcasters - who they are. How and why they do it.<br />
Dennis Mocigemba<br />
Jacobs University Bremen<br />
Gerald Riechmann<br />
University of Technology Berlin<br />
07/29/2007
Survey and Sample<br />
<strong>International</strong> <strong>Podcastersurvey</strong><br />
Dennis Mocigemba & Gerald Riechmann<br />
07/29/2007
Methodology<br />
1. Online-Survey<br />
2. Target group: active & formerly active podcasters<br />
worldwide<br />
3. Promoted via web (www, blogs) & email<br />
4. 01/09/2007 till 03/14/2007 (web)<br />
5. 02/20/2007 till 03/14/2007 (email)<br />
6. Two languages: English & German<br />
7. Duration: Md = 14-15 min<br />
8. Not representative for podosphere!<br />
• Podosphere is changing too fast<br />
• Population of podcasters is unknown<br />
• Realization of random sample from population of<br />
podcasters not possible<br />
<strong>International</strong> <strong>Podcastersurvey</strong><br />
Dennis Mocigemba & Gerald Riechmann<br />
07/29/2007
Sample<br />
<strong>International</strong> <strong>Podcastersurvey</strong><br />
Dennis Mocigemba & Gerald Riechmann<br />
Private podcasters<br />
Corporate podcasters<br />
Ex-podcasters<br />
not classified<br />
Total<br />
1,084<br />
460<br />
106<br />
15<br />
1,665<br />
07/29/2007
Sample<br />
Private podcasters<br />
Podcasters 1,084<br />
Corporate Podcasters<br />
not classified<br />
Total<br />
<strong>International</strong> <strong>Podcastersurvey</strong><br />
Dennis Mocigemba & Gerald Riechmann<br />
460<br />
Ex-Podcasters<br />
106<br />
All following statistics refer to these 1,084 private podcasters.<br />
65<br />
1,665<br />
07/29/2007
Private podcasters from 49 different countries (residence)<br />
USA<br />
Germany<br />
UK<br />
Canada<br />
Australia<br />
Spain<br />
The Netherlands<br />
...<br />
<strong>International</strong> <strong>Podcastersurvey</strong><br />
Dennis Mocigemba & Gerald Riechmann<br />
Faroe Islands, Thailand<br />
Saudi Arabia, Uruguay<br />
Venezuela, South Africa<br />
580<br />
189<br />
78<br />
47<br />
29<br />
17<br />
16<br />
1 each<br />
07/29/2007
By continent<br />
North America<br />
Europe<br />
Oceania<br />
Asia<br />
Latin America<br />
Africa<br />
<strong>International</strong> <strong>Podcastersurvey</strong><br />
Dennis Mocigemba & Gerald Riechmann<br />
n<br />
630<br />
372<br />
33<br />
26<br />
22<br />
1<br />
%<br />
58.1%<br />
34.4%<br />
3.0%<br />
2.4%<br />
2.0%<br />
0.1%<br />
07/29/2007
Podcasting - No Apple-phenomenon!<br />
• Apple users are overrepresented (compared to market shares)<br />
• But Windows users dominate the podosphere<br />
Participants‘ OS<br />
Linux<br />
Mac OS<br />
Windows<br />
<strong>International</strong> <strong>Podcastersurvey</strong><br />
Dennis Mocigemba & Gerald Riechmann<br />
Private<br />
2.9%<br />
30.2%<br />
66.9%<br />
Corporate<br />
2.2%<br />
32.0%<br />
65.9%<br />
Ex<br />
4.7%<br />
39.6%<br />
55.7%<br />
07/29/2007
<strong>International</strong> <strong>Podcastersurvey</strong><br />
Dennis Mocigemba & Gerald Riechmann<br />
Who are these<br />
podcasters?<br />
07/29/2007
Age<br />
Sex<br />
Socio-demographics 1<br />
• Well educated males dominate the podosphere<br />
Education<br />
male<br />
female<br />
none (yet)<br />
high school<br />
> high school<br />
No answer<br />
<strong>International</strong> <strong>Podcastersurvey</strong><br />
Dennis Mocigemba & Gerald Riechmann<br />
Md = 34 (12-72)<br />
86.2%<br />
13.8%<br />
2.0%<br />
42.8%<br />
54.8%<br />
1.4%<br />
07/29/2007
Socio-demographics 2<br />
• The majority of podcasters are self-educated senders<br />
Working status<br />
Living situation<br />
not (yet) working<br />
Experience or education in media business<br />
yes<br />
no<br />
<strong>International</strong> <strong>Podcastersurvey</strong><br />
Dennis Mocigemba & Gerald Riechmann<br />
working (full or half time)<br />
retired<br />
single<br />
with partner<br />
No answer<br />
17.9%<br />
80.6%<br />
1.5%<br />
35.5%<br />
63.6%<br />
0.9%<br />
45.0%<br />
55.0%<br />
07/29/2007
<strong>International</strong> <strong>Podcastersurvey</strong><br />
Dennis Mocigemba & Gerald Riechmann<br />
How do they<br />
podcast?<br />
Note: All the following statistics compare podcasters from the five continents.<br />
Please, keep in mind that the groups of Oceanian, Asian, and Latin American<br />
podcasters are much smaller than those of North American and European podcasters!<br />
Therefore statistical tests were only computed for North American and European<br />
podcasters.<br />
07/29/2007
Number of shows<br />
• MonoCasting (maintaining only one podcast at a time) dominates<br />
<strong>International</strong> <strong>Podcastersurvey</strong><br />
Dennis Mocigemba & Gerald Riechmann<br />
MonoCaster - MultiCaster (%)<br />
07/29/2007
Money<br />
• Podcasting is not necessarily overly money-consuming<br />
• North American podcasters tend to spend more money on podcasting<br />
than European podcasters (1 USD = 0.75 €)<br />
Categorized expenditure (€ per month in %)<br />
<strong>International</strong> <strong>Podcastersurvey</strong><br />
Dennis Mocigemba & Gerald Riechmann<br />
Average expenditure by continent (€ per month)<br />
07/29/2007
Time<br />
• Podcasting is not necessarily overly time-consuming<br />
• Slightly positive correlation of money and time spent (r=.18, p
Formal aspects<br />
• Significant difference in duration between North America and Europe<br />
(t(976)=7.45, p
Audience and interaction 1<br />
• Most podcasts seem to be made for rather small audiences or<br />
communities (Long Tail)<br />
• Interaction with audience is strongly intended<br />
Audience size (in %)<br />
<strong>International</strong> <strong>Podcastersurvey</strong><br />
Dennis Mocigemba & Gerald Riechmann<br />
Feedback possibilities (in %)<br />
07/29/2007
Audience and interaction 2<br />
• Interaction with audience is not only intended, but actually takes place<br />
• Real controversy and discourse seem to be rare<br />
Average no. of episodes commented on (in %)<br />
<strong>International</strong> <strong>Podcastersurvey</strong><br />
Dennis Mocigemba & Gerald Riechmann<br />
Average no. of comments per episode (in %)<br />
07/29/2007
Podcasting and blogging<br />
• Almost every podcast comes with a blogpage<br />
• Nevertheless, podcasters distinguish themselves from bloggers<br />
Availability of a blogpage (in %)<br />
<strong>International</strong> <strong>Podcastersurvey</strong><br />
Dennis Mocigemba & Gerald Riechmann<br />
Self-image (in %)<br />
07/29/2007
Identity and self-presentation<br />
• Anonymous podcasting is not uncommon<br />
• A noticeable number of podcasters use their shows as a kind of Identity<br />
Workshop<br />
Podcasting without any hint to RL identity (in %)<br />
<strong>International</strong> <strong>Podcastersurvey</strong><br />
Dennis Mocigemba & Gerald Riechmann<br />
Self-presentation (in %)<br />
07/29/2007
Future and commercial ambitions<br />
• Podfading seems to be a minor problem at the moment<br />
• European podosphere is commercially less ambitious<br />
Future ambitions (in %)<br />
<strong>International</strong> <strong>Podcastersurvey</strong><br />
Dennis Mocigemba & Gerald Riechmann<br />
Commercial ambitions (in %)<br />
07/29/2007
Subsample of commercially successful podcasters<br />
• n=134<br />
• It seems to be hard to live from podcasting<br />
• Traditional revenue models dominate<br />
Subjective evaluation of podcasting-income (in %)<br />
<strong>International</strong> <strong>Podcastersurvey</strong><br />
Dennis Mocigemba & Gerald Riechmann<br />
Source of income (in %)<br />
07/29/2007
<strong>International</strong> <strong>Podcastersurvey</strong><br />
Dennis Mocigemba & Gerald Riechmann<br />
Why do they<br />
podcast?<br />
07/29/2007
Motivations<br />
• Typology and items were chosen according to a qualitative study<br />
conducted last year (Mocigemba 2006)<br />
• Scale: Strongly disagree - Disagree - Neither disagree nor agree -<br />
Agree - Strongly agree<br />
Explorer (EX)<br />
Personality<br />
Prototyper (PP)<br />
ThemeCaster (TC)<br />
Rebel (RE)<br />
Social<br />
Capitalist (SC)<br />
<strong>International</strong> <strong>Podcastersurvey</strong><br />
Dennis Mocigemba & Gerald Riechmann<br />
-get to know the engineering side of it, want to know what‘s behind it<br />
-understand how podcasting works, content and topic of the show are secondary<br />
-discover and get to know new sides of myself<br />
-test myself in different roles and situations<br />
-transfer knowledge and information to my listeners<br />
-podcast is primary meant as service for my listeners to whom I feel obliged<br />
-podcast is primary meant to be beneficial and useful for others<br />
-publicize my opinion<br />
-opportunity to engage myself politically and socially<br />
-enlarge my social network<br />
-want to socialize<br />
-get to know interesting people who might be helpful or valuable for me<br />
07/29/2007
Quantify motivations<br />
• Podcasting is not mainly a techies‘ affair<br />
• It‘s more about identity and relationship management<br />
• But most of all, it‘s about information and expression of opinion<br />
<strong>International</strong> <strong>Podcastersurvey</strong><br />
Dennis Mocigemba & Gerald Riechmann<br />
agree & strongly agree (in %)<br />
07/29/2007
<strong>International</strong> <strong>Podcastersurvey</strong><br />
Dennis Mocigemba & Gerald Riechmann<br />
Thanks a lot to all participants, to<br />
everyone who helped promoting the<br />
survey and for all your feedback!<br />
If you have questions and comments, please contact:<br />
Dr. Dennis Mocigemba<br />
d.mocigemba@jacobs-university.de<br />
07/29/2007
Change language