Podcasts entered the online scene as the latest greatest a couple of years ago. Since then short form services like Twitter and updates on Facebook and LinkedIn has arrived, and now take a significant share of the space of communications between friends, fans, and business associates.
While these services (like most things on the net skew younger, podcasts were initially thought to be for a more mature audience. It appears that also here the younger demographic dominates:
Podcast listeners: 22% of men and 16% of women in recent Pew survey tune into podcasts. The rate of downloads is highest among younger, well-educated, financially comfortable users. Of those who have downloaded at least one podcast, 27% are 18-29 years old, 23% have a college degree, and 23% have household income of $75K or more.
All three characteristics better from a marketing point of view than the national averages. So if you have not already considered this form of communicating your brand, now might be a good time to do so.