Press Releases

May 16, 2007

comScore Study Reveals That Males Between the Ages of 18-24 More Likely to Download Podcasts via iTunes

Podcasting Also Popular Among 35-54 Year Olds and Higher-Income and Better-Educated Consumer Segments

RESTON, VA, May 16, 2007 – comScore, a leader in measuring the digital world, today released the results of a study profiling the iTunes podcasting audience. The study, sponsored by mobile advertising enabler Ad Infuse, focused on those users who downloaded podcasts via iTunes in October 2006.

Podcasting Dominated by Males

An analysis of the iTunes podcasting audience revealed that males represented a significantly larger share (63 percent) of the audience than did females (37 percent). In addition, 18-24 year olds represented a substantial share of the audience (29 percent) and were more than twice as likely as the average Internet user to download podcasts. People between the ages of 35-54 represented about half of the podcasting audience and were also more likely than average to download podcasts.

“The comScore study reveals significant advertising opportunities among several consumer segments,” said Nick Tabbal, comScore senior vice president of media and entertainment solutions. “While the conventional wisdom says that only young, tech-savvy consumers are downloading and listening to podcasts, there is also a sizable market among 35-54 year olds, indicating that the audience is broader than previously thought.”

Demographic Profile for iTunes Podcasting Audience*
October 2006
Source: comScore, Inc.
Demographic Total Internet Total Podcast Audience Total Podcast Audience Index
 Male 51% 63% 125
 Female 49% 37% 74
 18-24 14% 29% 203
 25-34 20% 14% 68
 35-44 24% 27% 113
 45-54 22% 23% 103
 55-64 13% 5% 41
 65+ 6% 2% 29

*Total Podcast Audience Index = 100 x (total podcast audience/total Internet); Index of 100 represents parity

Podcast Audience Represents High-Income, Well-Educated Consumer Segment

comScore also examined the household income and education levels of the iTunes podcasting audience, revealing that consumption of podcasts increased with both income and education. In particular, those individuals in households making at least $100,000 annually were 28 percent more likely than average to download podcasts, while college graduates were 25 percent more likely.

Demographic Profile for Podcasting Audience
October 2006
Source: comScore, Inc.
Demographic Total Internet Total Podcast Audience Total Podcast Audience Index
Household Income      
 Less than $25,000 9% 7% 78
 $25,000-$50,000 21% 16% 77
 $50,000-$75,000 29% 27% 95
 $75,000-$100,000 17% 19% 109
 $100,000+ 24% 31% 128
Education Level      
 High School 28% 25% 89
 Some College/Assoc Degree 34% 28% 82
 College/Graduate Degree 37% 47% 125

Added Mr. Tabbal: “Since many of the top podcasts are in the educational and business genres, it’s not surprising that podcasts today appeal to the more educated and higher-income consumer segments. Because these core audiences represent highly desirable consumer segments, it’s probably just a matter of time before significant advertising dollars begin to flow toward this medium.”

About comScore

comScore, Inc. is a global leader in measuring the digital world. This capability is based on a massive, global cross-section of more than 2 million consumers who have given comScore permission to confidentially capture their browsing and transaction behavior, including online and offline purchasing. comScore panelists also participate in survey research that captures and integrates their attitudes and intentions. Through its proprietary technology, comScore measures what matters across a broad spectrum of behavior and attitudes. comScore consultants apply this deep knowledge of customers and competitors to help clients design powerful marketing strategies and tactics that deliver superior ROI. comScore services are used by more than 700 clients, including global leaders such as AOL, Microsoft, Yahoo!, Verizon, Best Buy, The Newspaper Association of America, Tribune Interactive, ESPN, Fox Sports, Nestlé, MBNA, Starcom USA, Universal McCann, the United States Postal Service, Merck and Expedia. For more information, please visit

Andrew Lipsman
comScore, Inc.
+1 312 775 6510


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