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University Study on Podcasting


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We chat with Alan Middleton, Associate Professor of Business Management Technology at Ohio University – Lancaster about the results of his study on podcasting.

Alan talks about how he has been an avid listener of podcasts and heard podcasters talk about how they thought people listened to their shows without any data to support their claims. So he decided to conduct a study on how people consume podcasts and ended up getting over 1000 respondents.

Here is a summary of the results:

    • 76% of respondents listen most often to podcasts on an iPod or other MP3 player.
    • 70% of respondents download their podcasts via the iTunes store.
    • 28% listen most often while in the car, and 28% at home during the week.
    • Median preferred length of podcast episode: 46 minutes.
    • Podcast categories (from iTunes) listened to most often in the preceding month: Technology,
      Comedy, News & Politics, Society & Culture, Arts & Literature.
    • “Favorite” podcast comes from this category: Technology, Arts & Literature, Kids & Family,
      Comedy, Games & Hobbies.
    • In the last year, 68% have participated in a podcast in some way, and 50% have responded to a
      podcast’s revenue model.
    • Preferred revenue model: Advertisement or sponsorship message at the beginning or end of an
    • Most common way of discovering a new podcast: podcast mentioned on another podcast.
    • Other new media used most often by podcast listeners: Facebook (56%), blogs (45%), Twitter

We talked about how the prevalence of tablets could change the results now and what the future of podcast consumption may be. Alan believes that apps are the future. Apps like the Twit app or the No Agenda App that enable you to get their content.

We talk about whether niche or hobbyist podcasters can survive and grow their audience when the big radio and television networks are moving into iTunes and other platforms with their repurposed content.

We also discussed how podcasters typically don’t see each other as competitors but rather colleagues!

Follow Alan on Twitter @ProfessorAlan and… Listen to the show to hear the whole story! And subscribe in iTunes, Zune or RSS below…. It’s FREE!

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Wix.com is the most popular website builder in the world.

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About The Bunker Project
The underground Bunker Project is a meetup focused on Social Media, Internet Marketing, New Media and Podcasting. Set in the Bunker at the Barklay Hotel on Robson St. in Vancouver, The Bunker Project will appeal to those looking for cutting edge social marketing and new media information and to those who just want to socialize over a beer and exchange thoughts and ideas about social media.

Members will have the opportunity to participate in the Bunker Project Podcast which is recorded live at every meetup.

Hope to see you soon at The Bunker!

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Andrew McGivern
Andrew McGivern

Andrew McGivern is a podcaster, blogger and mobile tech guy. Father of three awesome little ones. Interested in Social Media Marketing, New Media and Podcasting, Technology, Natural Health and Green Energy.

Add your thoughts

    2 replies to "Bunker Project Special Report – Interview with Ohio University – Lancaster Associate Professor, Alan Middleton"

    • Ileane

      Hi Andrew. Very informative survey thanks for sharing.
      btw – that was ironic seeing you over on BlogTalkRadio earlier today. Chat soon!

      • pocasthero

        Hi Ileane,

        It was funny that you had just listened to the podcast before the BTR show!
        Probably see you in the chat room again soon…

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