A new study of podcast usage shows the format is an open field for marketers hoping to reach certain demographics, reports ElitesTV.
The study showed 63 percent of those who use iTunes to download and listen to podcasts were male, with the remaining 37 percent were female. 29 percent of users were between 18 and 24 years old.
Those living in households with an income greater than $100,000 were 28 percent more likely to download a podcast than the average user, and college furthered the likelihood: degree-holders were 25 percent more likely to do so.
These demographic figures, comScore notes, make podcast advertising an attractive option for marketers. The company says it's likely a matter of time before significant dollars are directed at podcasts.
