comScore: Podcast Listeners Skew Older
Many top-rated podcasts are geared toward business and educational topics. Perhaps as a result, the demographics for podcast listeners skew older than expected, according to a new comScore study in this MediaPost report.
comScore found that 35- to-54-year-olds represent half of the downloaders. That doesn’t jive with the usual expectation that iPod listeners are young, active, full of vibrancy, able to leap tall buildings after a single cup of coffee, and so on.
“Because these core audiences represent highly desirable consumer segments, it’s probably just a matter of time before significant advertising dollars begin to flow toward this medium,” said Nick Tabbal, comScore’s senior vice president of media and entertainment solutions.
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