Podcasters Most Likely to Be Young, Apple Fans NEW YORK, July 12
/PRNewswire-FirstCall/ -- Nielsen//NetRatings, a global leader in
Internet media and market research, announced today that 6.6
percent of the U.S. adult online population, or 9.2 million Web
users, have recently downloaded an audio podcast; 4.0 percent, or
5.6 million Web users, have recently downloaded a video podcast
(see Table 1). These figures put the podcasting population on a par
with those who publish blogs, 4.8 percent, and online daters, 3.9
percent. However, podcasting is not yet nearly as popular as
viewing and paying bills online, 51.6 percent, or online job
hunting, 24.6 percent. Podcasting is a relatively new technology
that enables users to quickly and easily download multimedia files,
including audio and video, for playback on mobile devices including
iPods and other MP3 players, as well as cell phones. "The
portability of podcasts makes them especially appealing to young,
on-the-go audiences," said Michael Lanz, analyst,
Nielsen//NetRatings. "We can expect to see podcasting become
increasingly popular as portable content media players
proliferate," he continued. Table 1: Market Size Estimation of
Audio and Video Podcasters (U.S., Home and Work)*
__________________________________________________________________________
Percent Estimate Composition of Number of Online Segment in Segment
Population
__________________________________________________________________________
Music/Audio - Download File for Portable Media (podcast) (computer
- last 30 days) ** 9,205,981 6.6
__________________________________________________________________________
Video - Download File for Portable Media (podcast) (computer - last
30 days) ** 5,563,867 4.0
__________________________________________________________________________
Source: Nielsen//NetRatings @Plan Summer 2006 Release * Data is
based on US Adult active Online population (18+). ** Profile point
has been measured for less than four (4) survey waves. Young
Demographic As is often typical with new technologies, young people
are more likely than their older counterparts to engage in audio or
video podcasting. Web users between the ages 18 and 24 are nearly
twice as likely as the average Web user to download audio podcasts,
followed by users in the 25-34 and 35-44 age groups, who were also
more likely than the average Web user to do audio podcasting. Video
podcasters trended a little older, with 25-34 year olds indexing
the highest. Web users above the age of 45 were less likely than
average to engage in podcasting of either sort. Table 2:
Composition Index according to Age Group among Audio and Video
Podcasters (U.S., Home and Work)*
__________________________________________________________________________
Audio Podcast Video Podcast Demographic Group Composition Index
Composition Index
__________________________________________________________________________
18-24 172 147
__________________________________________________________________________
25-34 155 164
__________________________________________________________________________
35-44 117 115
__________________________________________________________________________
45-54 85 92
__________________________________________________________________________
55-64 53 49
__________________________________________________________________________
65+ 29 31
__________________________________________________________________________
Source: Nielsen//NetRatings @Plan Summer 2006 Release * Data is
based on US Adult active Online population (18+). Note: Average
composition index is 100. Any index above 100 indicates the
overrepresentation of a demographic group. The "Pod" in Podcasting
Since the popularity of Apple's iPod is largely responsible for the
spread of podcasting, not surprisingly podcasters enjoy using Apple
products and visiting Apple Web sites. For example, audio and video
podcasters are over three times as likely as the average Web user
to use Apple's Safari as their primary Internet browser (see Table
3). Table 3: Primary Internet Browsers among Audio and Video
Podcasters (U.S., Home and Work)*
__________________________________________________________________________
Primary Audio Podcast Video Podcast Internet Browser Composition
Index Composition Index
__________________________________________________________________________
Safari 320 336
__________________________________________________________________________
Firefox 233 176
__________________________________________________________________________
Internet Explorer 88 84
__________________________________________________________________________
AOL 63 91
__________________________________________________________________________
Netscape 57 68
__________________________________________________________________________
Source: Nielsen//NetRatings @Plan Summer 2006 Release * Data is
based on US Adult active Online population (18+). Note: Average
composition index is 100. Any index above 100 indicates the
overrepresentation of a demographic group. Among audio podcasters,
Macworld is the No. 1 most-visited content site, with a composition
index of 606 (see Table 4). Apple and iTunes are the No. 2 and 3
e-commerce sites visited by audio podcasters, with composition
indexes of 455 and 396, respectively. The Apple connection is not
as clear for video podcasters, who flock to Startrek.com among
content sites, with an index of 864. Live365.com and eMusic are the
two most popular e-commerce sites for video podcasters, with
indexes of 730 and 656, respectively. "Competitors to the iPod are
now in the marketplace, but Apple got a big head start," said Lanz.
"It will take time before other portable media players make
significant in-roads with the early-adopters who are currently
podcasting," he continued. Table 4: Top Content and E-Commerce
Sites Visited by Podcasters (U.S., Home and Work)*
__________________________________________________________________________
Audio Podcasters Video Podcasters
__________________________________________________________________________
Composition Composition Content Sites Index Content Sites Index
__________________________________________________________________________
Macworld 606 StarTrek.com 864
__________________________________________________________________________
Lycos Wired News 553 Live365.com 730
__________________________________________________________________________
Slashdot 544 Fark.com 724
__________________________________________________________________________
Composition Composition E-Commerce Sites Index E-Commerce Sites
Index
__________________________________________________________________________
Niketown.com 474 Live365.com 730
__________________________________________________________________________
Apple 455 eMusic 656
__________________________________________________________________________
iTunes 396 Niketown.com 614
__________________________________________________________________________
Source: Nielsen//NetRatings @Plan Summer 2006 Release * Data is
based on US Adult active Online population (18+). Note: Average
composition index is 100. Any index above 100 indicates the
overrepresentation of a demographic group.
*********************************************************
Nielsen//NetRatings reports June 2006 data for the Top Sites by
Parent Company and Top Brands. In addition, Nielsen//NetRatings
reveals the Top Advertisers by Company for June 2006.
Nielsen//NetRatings Top 10 Web Sites by Parent Company and Top 10
Web Sites By Brand, June 2006 Table 1. Top 10 Parent Companies,
Table 2. Top 10 Brands, Combined Home & Work Combined Home
& Work ___________________________________
____________________________________ Unique Time Per Unique Time
Per Audience Person Audience Person Parent (000)(hh:mm:ss) Brand
(000) (hh:mm:ss) ___________________________________
____________________________________ 1. Microsoft 114,842 1:59:38
1. Yahoo! 105,217 3:19:45 ___________________________________
____________________________________ 2. MSN/Windows 2. Yahoo!
105,811 3:19:24 Live 96,073 1:42:54
___________________________________
____________________________________ 3. Time Warner 103,962 4:38:11
3. Microsoft 95,095 0:40:27 ___________________________________
____________________________________ 4. Google 96,785 0:54:31 4.
Google 94,774 0:52:55 ___________________________________
____________________________________ 5. eBay 64,802 1:30:18 5. AOL
74,081 5:56:21 ___________________________________
____________________________________ 6. News Corp. Online 62,277
1:33:22 6. eBay 58,037 1:29:59 ___________________________________
____________________________________ 7. InterActiveCorp 57,020
0:27:33 7. MySpace 45,791 1:53:12
___________________________________
____________________________________ 8. Amazon 45,626 0:21:21 8.
MapQuest 45,095 0:11:06 ___________________________________
____________________________________ 9. Walt Disney Internet Group
41,634 0:40:11 9. Real Networks 38,430 0:48:17
___________________________________
____________________________________ 10. RealNetworks, Inc. 38,458
0:48:16 10. Amazon 38,319 0:19:26
___________________________________
____________________________________ Example: The data indicates
that 38.5 million home and work Internet users visited at least one
of the RealNetworks, Inc.-owned sites or launched a RealNetworks,
Inc.-owned application during the month, and each person spent, on
average, a total of 48 minutes and 16 seconds at one or more of
their sites or applications. A parent company is defined as a
consolidation of multiple domains and URLs owned by a single
entity. A brand is defined as a consolidation of multiple domains
and URLs that has a consistent collection of branded content.
Nielsen//NetRatings AdRelevance Top 10 Advertisers, June 2006 Top
advertisers, ranked by estimated spending, are based on data from
AdRelevance, Nielsen//NetRatings' advertising research service. An
impression is counted as the number of times an ad is rendered for
viewing. Top 10 Advertisers by Estimated Spending
__________________________________________________________________________
Total Impressions Advertiser Estimated Spending (000)
__________________________________________________________________________
1. GUS Plc $47,037,400 22,784,920
__________________________________________________________________________
2. Vonage Holdings Corp $37,462,700 16,680,886
__________________________________________________________________________
3. Verizon Communications, Inc. $18,723,100 5,678,718
__________________________________________________________________________
4. NexTag, Inc. $18,034,400 9,741,922
__________________________________________________________________________
5. United Online, Inc. $17,840,000 5,420,177
__________________________________________________________________________
6. Netflix, Inc. $16,329,400 5,256,759
__________________________________________________________________________
7. Skype Technologies S.A. $16,123,900 2,650,339
__________________________________________________________________________
8. Time Warner Inc. $13,277,500 3,889,288
__________________________________________________________________________
9. YourGiftCards.com $11,527,300 3,835,010
__________________________________________________________________________
10. E*TRADE FINANCIAL Corp. $10,645,300 2,897,455
__________________________________________________________________________
Estimated spending reflects CPM-based advertising online, and
excludes search-based advertising, paid fee services,
performance-based campaigns, sponsorships, barters, partnership
advertising, advertorials, promotions and email. Impressions
reported exclude house ads, which are ads that run on an
advertiser's own or related property and co-branding relationships.
Example: An estimated 2.9 billion E*TRADE FINANCIAL Corp. ads were
rendered for viewing at the cost of approximately $10.6 million
during the surfing period. About Nielsen//NetRatings NetRatings,
Inc. (NASDAQ:NTRT) delivers leading Internet media and market
research solutions, marketed globally under the Nielsen//NetRatings
brand. With high quality, technology-driven products and services,
Nielsen//NetRatings is the global standard for Internet audience
measurement and premier source for online advertising intelligence,
enabling clients to make informed business decisions regarding
their Internet and digital strategies. The Nielsen//NetRatings
portfolio includes panel-based and site- centric Internet audience
measurement services, online advertising intelligence, user
lifestyle and demographic data, e-commerce and transaction metrics,
and custom data, research and analysis. For more information,
please visit http://www.nielsen-netratings.com/. NetRatings, Inc.
Suzy Bausch (408) 941-2965 Leilani Han (408) 941-2930 DATASOURCE:
Nielsen//NetRatings CONTACT: Suzy Bausch, +1-408-941-2965, or
Leilani Han, +1-408-941-2930, both of NetRatings, Inc. Web site:
http://www.netratings.com/
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