This guest column is contributed by Larry Rosin, President of Edison Research. It was first published on The Infinite Dial blog.
Certain people didn’t understand my previous post about podcasting users (which can be found by clicking here). That previous post was showing what portion of each age group said they had listened to a podcast in the last month.
While that seems pretty clear — they ‘disagreed’ with the information by saying that they had done research of their own users and found ‘way more age 25-54 users than 12-24 users.’
Rest assured — we found the same thing. There are a lot more 25-54 year-olds in America than there are 12-24s. So, even though a slightly higher portion of 12-24s are monthly podcast users — our survey also shows way more 25-54s than 12-24s. The pie chart, below, shows the composition by age of Podcast users.