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Tom Webster
The Podcast Consumer Revealed
Tom Webster
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[runtime: 00:39:08, 17.9mb, recorded 2006-06-16]
Edison Media Research and Arbitron conduct an annual survey on the Internet and multimedia in the United States. The 2006 survey included in-depth research on the characteristics of podcast consumers. Edison vice president Tom Webster presented the findings of that research in this talk.
Of the population over 12 years old, 22% have heard of podcasting and 11% have listened to a podcast. Webster goes into considerable detail comparing those who listen to podcasts with the general public. Some of the findings included:
- Podcast listeners are better educated and live in higher income households than the general population.
- They spend less time watching TV and are more likely to watch non-traditional TV, e. g., video on demand.
- They average 16 hours 26 minutes on the Internet per week while others average only 9 hours 41 minutes.
- They buy more CDs and DVDs and play more video games.
- They do more online shopping and are more likely to click on a relevant banner ad.
- They are more likely to research future local purchases online, and they made 84% of their holiday purchases in local stores last year.
- If forced to choose, 62% of podcast listeners would give up their TV sets before giving up the Internet.
This all adds up to the podcast consumer being an attractive target for advertisers, including local sponsors. Webster also feels that the old concept of a program sponsor may make a comeback, and would advise mainstream media to make their news, music and other content downloadable — consumers want time shifting and ad skipping.
Tom Webster is a Vice President of Edison Media Research with almost 15 years of experience in media research, marketing strategy and product development. Webster’s duties at Edison include radio research, strategic development, and also leading Edison’s talent research efforts. An expert in music and radio research techniques, Webster has directed hundreds of studies for some of the most listened-to radio stations in the world.
Webster has developed several innovative new research products and applications, including a pioneering digital focus group methodology for testing and evaluating talent. Using these techniques, Webster has worked with some of America’s most popular morning shows, including nationally syndicated shows such as The Bob and Tom Show, and The John Boy and Billy Big Show. Webster also has experience in consumer research and new product development, and has worked with leading companies in the pharmaceutical, high technology and financial services sectors to provide key competitive intelligence, customer requirements and marketing strategies. His work has been widely published in both print and on-line media.
In 2000, Webster served as partner and CIO for Puremix, an online music service backed by UK-based Chrysalis Group. While at Puremix, he designed and directed the largest study of music preference and lifestyle in UK history, which became the basis of 35 distinct music channels. Webster also spent seven years with Broadcast Architecture, most recently serving as Vice President. While there, he designed and managed music research projects for radio stations in almost every major US market, as well as stations throughout Europe and Japan.
Webster is a graduate of Tufts University in Medford, Massachusetts. He recently was awarded his MBA from the University of North Carolina, and is a member of Beta Gamma Sigma.
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