Who Is Downloading Podcasts?

comScore recently completed a study profiling the iTunes podcasting audience. The study was sponsored by Ad Infuse. They found males dominate (63 percent) this audience, when compared to 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.

There is a positive correlation between household income and education levels of the iTunes podcasting audience. Households with gross incomes of $100,000 annually were 28 percent more likely, and college graduates were 25 percent more likely, to download podcasts than average users.

For more information on this study, please visit comScore.

Tags: iTunes, podcasts, comScore, Ad infuse