The audience for podcasts is relatively small and mostly male, according to a new survey from Podtrac, a company that tracks audience figures for individual podcasts.
According to the research, which was conducted by Taylor Nelson Sofres, roughly a third of the thousand Web users surveyed said they have heard of the term “podcasting.” Among that group, just 32 percent have actually listened to a podcast.
Of those who have listened to podcasts, 78 percent were men, according to the study. The medium’s male-heavy demographics are typical of newer, technology-based media, according to Podtrac officials, similar to the early days of the Internet.
