Podcasts as a B to C Marketing Tool

September 17th, 2008 • Related • Filed Under

Does podcasting work? Is anyone out there listening? These may be the questions that your clients ask as you develop a media mix for them. Nobody has all of the answers but a quick review of the recent  findings from the Pew Internet & American Life Project might help.

The study indicates the following statistics when it comes to podcast listeners:

  • Men 22%
  • Women 16%

The rate of podcast downloading is highest among younger, well-educated, financially comfortable users. Here’s a snapshot of consumers who report having downloaded at least one podcast:

  • Age 18-29 27%
  • College graduate 23%
  • Household income of $75,000 or more 23%

If these demographics fit with the market your clients need to reach, consider exploring podcasts as a media alternative. Whether the podcasts educate consumers about how to use products or about your clients’ stance on social responsibility, it’s another way to generate buzz and increase revenue.

[Source: Madden, Mary. Podcasts Proliferate, but Not Mainstream. Pew Research. 8.28.2008]

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