churchrelevance.com

Podcasts are growing in popularity, and many churches are learning how to use podcasting to further the gospel. But who is listening?

According to comScore, the iTunes podcasting audience, which accounts for 75% of all podcast downloads, is:

Gender

• 63% male (125% of their share of total Internet users)
• 37% female (74% of their share of total Internet users)

Age

• 29% 18-24 (203% of their share of total Internet users)
• 14% 25-34 (68% of their share of total Internet users)
• 27% 35-44 (113% of their share of total Internet users)
• 23% 45-54 (103% of their share of total Internet users)
• 5% 55-64 (41% of their share of total Internet users)
• 2% 65+ (29% of their share of total Internet users)

 Income

• 7% <$25K (78% of their share of total Internet users)
• 16% $25K-$50K (77% of their share of total Internet users)
• 27% $50K-$75K (95% of their share of total Internet users)
• 19% $75K-$100K (109% of their share of total Internet users)
• 31% $100K+ (128% of their share of total Internet users)

Education

• 25% High School (89% of their share of total Internet users)
• 28% Some College/Assoc Degree (82% of their share of total Internet users)
• 47% College/Graduate Degree (125% of their share of total Internet users)

It is quite clear that the wealthier and better educated an individual is, the more likely he or she will download a podcast. This really is not too surprising.

However, I am surprised to see how few people ages 25 to 34 download podcasts. Additional research shows that they use the Internet just as much as other age groups, but they do not use podcasts as much. I would guess that this is because many of them are parents of young children which require the attention that would otherwise be spent listening to a 15 to 45 minute podcast.

But there you have it. These are the people who are likely or not so likely to listen to your church’s podcast.

[via eMarketer]