A July 12th study by Nielsen//NetRatings revealed that podcast listeners might not match the demographics of most white paper readers.

The most popular podcasting site is MacWorld–which makes sense because so many Apple iPod users follow MacWorld. However, some of the demographics reveal a trendy younger audience.

Jason Lee Miller of WebProNews summarized the report findings:

But for now, your podcast target is the geeky, hipster, upwardly mobile dotcom type who likes decent shoes for mountain biking and tennis, when he’s not debating Kirk versus Picard.

For everyone else, the “old” route is the best. Think Internet Explorer, AOL, and Netscape users, who’ve barely heard the term “podcast.” These are the ad clickers, much broader in terms of demographics, for whom a mass-market approach suits best.

Read the press release from Nielsen//NetRatings.

This entry was posted on Friday, July 14th, 2006 at 5:32 pm and is filed under Lead Generation, Podcasts. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.