FT_Podcast_UseAt year’s end, some of many lists to ponder involve “best podcasts.” While they vary according to taste, what’s apparent is that podcasting still has a significant place in online life. Indeed, 2013 was the year that Apple announced one billionth podcast subscription had been logged on the iTunes store.

Pew Research Center polling shows that the podcast user base continues to expand.  A May 2013 survey found 27% of internet users ages 18 and older download or listen to podcasts, up from 21% three years ago in May 2010 and 7% of internet users in 2006.

Those downloading podcasts still tilt towards users who have the profile of “early adopters.” Among internet users, the groups most likely to consume podcasts include:

  • Male internet users (30%), compared with women (24%)
  • Younger internet users, particularly those ages 18-29 (33%), compared with older adults
  • Online adults living in households earning at least $75,000 per year (35%), compared with those in lower income brackets
  • College graduates (37%), compared with most adults with lower levels of education
  • Internet users living in urban areas (30%), compared with those living in rural areas (24%)
Kathryn Zickuhr  is a former Research Associate at the Pew Research Center’s Internet & American Life Project.