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MP3 Players – Podcasts Loved by Older Generations
MP3 players are not just the domain of younger generations – in fact research shows that podcasts are a huge hit with the older generations.
Gadgets such as MP3 players and MP4 players are often associated with the youth market. In fact, it's almost impossible to walk down a street and not see at least one teenager plugged into their MP3 player. But as well as being a big hit with the youth market, MP3 players are proving popular with their mums and dads too. According to research in America, the majority of people who download podcasts are in fact the over-35s. The research analysed audiences of MP3 and MP4 players in America – although many in the UK believe a similar picture would be painted here too. The figures show the 35-54 year-old group accounts for half of all podcasts downloaded.
MP3 Players for Radio Four Lovers
Many podcasts are free – it's possible to download your favourite Radio Four comedy for example, or catch up on Newsnight. And it's perhaps this flexibility and democracy that makes the MP3 and MP4 players so suited to the older generations. MP3 players are the perfect medium for audio, and although it's expected that music will always be a huge part of youth culture, radio podcasts are popular with their parents. The research is important for advertisers hoping to reach target audiences – previously it was thought MP3 and MP4 players, downloads and podcasts were the sole domain of the young.
MP4 Players – A Male Thing
The research also found a discrepancy between the sexes when it came to MP3 and MP4 players – men are twice as likely as women to download a podcast from iTunes. The research in America showed:
- 18-24 year-olds make up 29% of the podcast download audience
- 24-34 year-olds make up 14% of downloaders
- 35-44 year-olds make up 27%, and,
- 45-54 year-olds represent 23%
And another good piece of news for advertisers – the majority of people who download podcasts onto their MP3 and MP4 players, are from the middle classes – prime targets for advertisers. In fact, the kinds of people who download podcasts onto their MP3 or MP4 players were – the research found - educated, high income earners. It's thought this research may transform how the advertising industry addresses the medium of podcasting on MP3 and MP4 players.
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