According to a recent study conducted by the Center for Media Research (http://www.centerformediaresearch.com) iPod ownership and podcasting (http://en.wikipedia.org/wiki/Podcasting) skew toward upscale men who's HHI exceed $50k/year.
A national phone survey of adults over the age of 18 by the Pew Internet & American Life Project, found that more than 22 million American adults own iPods or MP3 players. 29% of them have downloaded podcasts from the Web so that they could listen to audio files at a time of their choosing.
"Podcasting" emerged in 2004, as people combined the words "iPod" and "broadcasting." Podcast listeners typically download audio files from the Web onto a computer, transfer the files to an iPod, and listen at their leisure.
Of the 22 million adults who own iPods:
13% of men have the players, compared to 9% of women.
- 16% of African-Americans and English-speaking Latinos own iPods/MP3 players, compared to 9% of non-Latino whites.
- 19% of those ages 18-28 have iPods/MP3 players.
- 14% of those ages 29-40 have them
- 11% of younger Baby Boomers (ages 41-50) have them
- 6% of older Baby Boomers (ages 51-59) have them
- 6% of those 60-69 have them
- 1% of those 70 and older have them
iPods/MP3 players are for the upscale. Owners include:
- 18% of those who live in households earning more than $75,000
- 13% of those living in households earning $50,000 to $75,000
- 9% of those living in households earning $30,000-$50,000
- 7% of those living in households earning less than $30,000
Those who use the internet are four times as likely as non-internet users to have iPods/MP3 players
- 14% of internet users have iPods/MP3 players, compared to
- 3% of non-internet users.
There is no notable gap between those who have broadband access and dial-up users when it comes to podcasting.
source: http://www.centerformediaresearch.com/cfmr_brief.cfm?fnl=050714
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