New media marketing is all about engagement, and nothing engages customers and constituents like blogs, social networks, and podcasts.
Arbriton assesses that 13% of all Americans have listened to an audio podcast, not counting the millions who have tuned in to “You Tube.” This desirable market segment is well-educated and affluent, listens to news and public affairs shows, and shops online.
Gender-wise, podcast audiences are almost evenly distributed between men and women. About half of all podcast enthusiasts are 35 or older, while the other half of podcast listeners and viewers are between the ages of 12 and 34.
You can review the Arbitron Report on Podcasting (2007) at
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