The always brilliant Tom Webster from Edison Media Research opened the Corporate Podcasting Summit London with some great content from the coming “Arbitron / Edison Internet and Multimedia Study 2007.” The stuff that stuck out to me, and is most important to my angle in Podcasting is as follows:

• In 2006, 22% of their (solid) sampling had “heard” of Podcasting. The number for 2007 was 37%. Awareness continues to grow. Very good.
• The growth of people who had listened to or viewed a Podcast rose only a small amount between 2006 and 2007. Can’t read my notes enough to get you the right number but trust you me this – just because they’re heard of Podcasting, doesn’t mean they’re doing anything about it.
• Podcast consumers are tremendously balanced from an age/sex perspective. Any concepts that this audience is a young male geek crowd needs to go away.
• Podcast consumers spend an average of 13.08 hours on the Internet a week whereas the non-consumers only spend 8.22.
• Finally, and this one is very important, 40% of Podcast consumers had paid cold hard cash for content online compared to only 11% for those who hadn’t. Podcast content is teaching them the value of good content – so much so that they are willing to pay for it.

Oh yes, this is great fodder for the Podcast Secrets call tomorrow night.

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Last updated by Paul Colligan at March 19, 2007.