Podtrac, a podcast advertising and measurement service, today announced the results of a survey which benchmarks the podcast audience of who is tuning in and how often. The survey was done for Podtrac by Taylor Nelson Sofres during December.
The Podtrac study revealed that 32% of respondents are familiar with the term podcasting, with around one third of this group having actually listened to one. Of those who listened to a podcast, two in five had done so in the past week.
In gender comparison, 78% of those who have ever listened to a podcast are male. In the last week however, those who have ever listened to a podcast becomes 51% women vs. 39% male.
“With podcasting just over a year old, the current maleness of the podcast audience at the aggregate level is consistent with gender usage trends of the early web,” said Mark McCrery, Podtrac’s Co-Founder and CEO. “The fact that so many women who have listened to podcasts have done so recently signals the beginning of a trend toward a more balanced gender composition of the podcast audience. It’s also reflective of the ever-increasing variety of podcast content with broadening appeal.
