文档介绍：The Future of Podcasting
Measuring & Projecting Behavior
The Future of Podcasting
Measuring & Projecting Behavior
Bridge Ratings & Research
Established 2002
Measures Radio Listening Behavior
All Sized Markets
Telephone Methodology
Quantitative + Qualitative
Projecting Future Behavior (Audience Attrition, Audience Migration Studies
Podcasting: What We Measure
Number of Downloads
Time Spent Listening to Each Download
Cumulative Time Spent Listening
How Often Consumer Downloads
Listening Media: PC or MP3
Is Podcast Forwarded or Shared
Qualitative (age, gender, zip code, etc)
Podcasting: Methodology
Imbedded Email Questionnaire Applet
Opt-in Telephone Interviews
Under development
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State of the Podcast
What We Are Projecting
2005: 5 in 300 (%) have ever downloaded a Podcast. (5M)
20% download weekly (1M)
By 2010: 60 Million/18 million weekly
2010 Podcasts will positively impact radio by boosting tune-in
The Future Relies on
Diffusion of Innovation Acceptance (how quickly the technology rates society)
+
Innovation Adoption Curve (Society’s tolerance for adopting new technologies)
Innovators = % of population
Brave consumers, pulling the change. Innovators are very important municating change in society.
Early Adopters = %
Respectable people, opinion leaders, try out new ideas, but in a careful way.
Early Majority = 34%
Thoughtful people, careful but accepting change more quickly than average.
Late Majority = 34%
Skeptical people, will use new ideas or products only when the majority are using it.
Laggards = 16%
Traditionalists, caring more for the “old ways”, are critical towards new ideas and will only accept
if the new idea has e mainstream or even tradition.
Projecting Podcast Users