The Future of Podcasting其他电子教案全套课件.pptx

The Future of PodcastingMeasuring Projecting BehaviorThe Future of PodcastingMeasuring Projecting Behavior Bridge Ratings Research Established **** 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 ?Tracer Cookies State of the Podcast What We Are Projecting 2005: 5 in 300 (1.6%) 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 State of the Podcast The Future Relies on Diffusion of Innovation Acceptance (how quickly the technology penetrates society) + Innovation Adoption Curve (Society’s tolerance for adopting new technologies) Innovators = 2.3% of population Brave consumers, pulling the change. Innovators are very important to communicating change in society. Early Adopters = 13.5% 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 become mainstream or even tradition. Projecting Podcast Users Projecting Podcast Users Summary 5 million Podcast Users in 2005 Average User: 6 downloads/month Average User Spends 4 hrs/month 20% Currently Listen on MP3 63 million Pr