Podcasting growing in the US: Nielsen survey

MUMBAI: Nielsen//NetRatings, which works in the field of Internet media and market research has announced that 6.6 per cent of America‘s adult online population, or 9.2 million Web users, have recently downloaded an audio podcast.

Four per cent, or 5.6 million Web users, have recently downloaded a video podcast. These figures put the podcasting population on a par with those who publish blogs, 4.8 per cent, and online daters, 3.9 per cent. However, podcasting is not yet nearly as popular as viewing and paying bills online, 51.6 per cent, or online job hunting, 24.6 per cent.

For the uninitiated 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.

Nielsen//NetRatings analyst Michael Lanz says, "The portability of podcasts makes them especially appealing to young on-the-go audiences. We can expect to see podcasting become increasingly popular as portable content media players proliferate".

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 showed 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. 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.

Among audio podcasters, Macworld is the 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 among content
sites, with an index of 864. and eMusic are the two most popular e-commerce sites for video podcasters, with indexes of 730 and 656, respectively.

Lanz adds, "Competitors to the iPod are now in the marketplace, but Apple got a big head start. It will take time before other portable media players make significant in-roads with the early-adopters who are currently podcasting".

Latest Reads
India, China to propel APAC, beat CAS Europe market share

APAC is expected to overtake the market share of Europe in future due to an increasing demand for digital TV set-up boxes in countries such as China and India. North America and Europe dominated the global CAS market in 2015. APAC region is estimated to mark a growth rate of 12.0 per cent CAGR...

Technology Hardware Set-top Boxes
India lucrative market for 4K UHD STBs: Grand View Research

Here’s a view on the demand for 4K or ultra high definition (UHD) set-top boxes (STBs) in India.

Technology Hardware Set-top Boxes
Infor appoints Dass as south Asian subcontinent V-P

Infor, a leading provider of business applications specialized by industry and built for the cloud, has appointed Ashish Dass as the vice president and managing director for the south Asian subcontinent. Infor software helps eliminate the need for costly customization through embedded deep...

Technology Software Applications
Siti & DishTV opt for Conax conditional access

The Essel group has been using Conax’s tech for sometime now for its Siti Network (earlier known as Siti Cable). Now the group has extended that partnership for another product for both Siti Network and DTH operator Dish TV India. This time it is for the cardless set top boxes that the two are...

Technology Hardware Set-top Boxes
Imagine Communications extends functionality of Selenio One unified transcoding platform to OTT

MUMBAI: Imagine Communications, empowering the media and entertainment industry through transformative innovation, today introduced a high-density adaptive bitrate (ABR) transcoding product built on Selenio One™, the company’s software-defined linear transcoding platform. Selenio One is designed...

Technology Hardware Components
DJI Makes Your Smartphone Smarter with the New Osmo Mobile

DJI, the world leader in creative camera technology, Thursday launched the Osmo Mobile, an extension for smartphones that turns them into intelligent, precision camera systems.

Technology Hardware Components
Prime Focus Tech gets funding from PE firm Ambit Pragma

MUMBAI: Prime Focus Technologies (PFT) – the technology offshoot of media services company Prime Focus - informed the Bombay stock exchange today that it had received its first round of funding from growth capital private equity fund Ambit Pragma.

Technology Software Applications
Three new products developed by C-DOT launched on its Foundation Day

Communications Minister Manoj Sinha today expressed the hope that 100,000 Gram Panchayats (GPs) will be connected through Optical Fibre Cable (OFC) by March next to set up a network infrastructure to serve the rural masses.

Technology Hardware Distribution
Genpact and BITS partner to build talent in the field of analytics

Genpact (NYSE: G), a global leader in digitally-powered business process management and services, today announced a partnership with premier technical education university Birla Institute of Technology and Science (BITS) for offering training programs in the field of analytics.

Technology Software Middleware

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories