There is a new report out from Edison about the Podcast Consumer in 2012. Here are some points:
* The percentage of Americans who have ever listened to an audio podcast is 29%
* Similarly, 26% of Americans 12+ have ever viewed a video podcast
* The podcast audience is significantly more likely to have viewed television programming through non-traditional means
* One in four podcast consumers plug their MP3 players or smartphones into their car audio system “nearly every day”
30% of US podcast consumers are over the age of 55
It continues to be an effective way to reach an affluent audience that shows “Ad avoidance behaviors.”
Smartphone ownership seems to be boosting podcast listening.
Podcast consumers live on Facebook and YouTube.