The Podcast Audience in 2016: Demographic and Listening Trends

What proportion of Americans listens to podcasts? Which devices do listeners use, and where do they listen/watch? What is the demographic profile of the podcast audience?

To find out, Edison Research and Triton Digital conducted a telephone survey in January and February 2016 of 2,001 people in the United States age 12 and older (52% interviewed via landline, 48% via mobile phone). The data was weighted to reflect national age-12+ population figures.

Below, key findings from the report.

Popularity

  • 55% of Americans age 12+ are aware of the term “podcasting.”
  • 36% have listened to or watched a podcast at least once.
  • 21% have listened to a podcast in the previous month; 13% have listened in the previous week.

Demographics

  • 56% of podcast fans are men, and 44% are women.
  • The podcast audience has a higher median income ($ 63,000) than the general US adult population ($ 53,000).
  • Podcast consumers are more likely to have a four-year college degree and/or graduate degree than the general US adult population.
  • Younger consumers are more likely to listen to podcasts than are Americans age 55+.

Listening Trends

  • Weekly podcast consumers listen to 5 podcasts per week, on average, for an average of 4 hours and 10 minutes per week.
  • 71% of consumers use their smartphone to listen to podcasts; 29% use their computer.
  • 53% of podcast consumers listen to podcasts most often at home.

About the research: The report was based on data from survey conducted in January and February 2016 of 2,001 people in the United States age 12 and older.

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