Podcast Usage Report for Web Marketing

Nielsen//NetRatings published a report yesterday regarding podcast usage that should be of interest to web marketers and podcasters alike.

Here's a perspective of the information on the U.S. Adult Online Population:

6.6% or 9.2 million web users downloaded audio podcasts
4.0% or 5.6 million web users downloaded video podcasts
4.8% published blogs
3.9% participated in online dating
51.6% paid bills online
24.6% conducted a job hunt online

The age demographic looks like most new technology:

18-24 year olds 2 times more likely to download audio podcasts
24-34 year old were more likely to download video podcasts
45+ were the least likely to produce or download podcasts of any kind

And the browsing habits are interesting:

audio/video podcasters were 3 times as likely to use Safari browser (Mac), although they were twice as likely to use Firefox.

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Enough numbers already!

Jason Miller of WebProNews writes of the report:

"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."

I say that's crap! Well, mostly anyway. Who doesn't know one of the last people on earth to buy a VCR? You don't want to look like one of THOSE guys do you? I say jump on the bandwagon, cause it's steam-rollin' into town.

Get used to the technology because it's gonna stick around and learn how to use it to market whatever you're selling. You'll have a headstart on the last-minute scramblers who will try to catch up later on. When the 18-24's turn their earphoned heads in your direction, don't be overlooked.