The IAB released new research examining consumption of media on a regular basis. The study, titled Personal Prime Time, included questions about how and why respondents chose to engage with that type of media. The section on podcasts reveals some useful demographic data and motivations for when people listen.
Overall, 17% of the total respondent base said they listen to podcasts. Men posted 20% and women resulted in 15%. The rates also varied by age, with the 18-34 bracket at 28%, 35-54 at 23%, and over-55 at just 7%.
More than half (51%) of consumers who regularly listen to podcasts do so multiple times in a typical weekday. Forty-six percent focus their podcast time to a single daypart. The most common among those were afternoon at 21% and evening at 20%.