Monday, July 31, 2006

Podcasting Taking a Hold in Canada

A couple of months ago, I asked for your participation in a survey I was conducting with another company looking at the state of podcasting in Canada. Well, here's the press release announcing the results.

The press release will tell you how to download your copy of the report. If after reviewing it, you'd like to blog or podcast about the report, do tag it as canadian podcasting.

Podcasting Taking a Hold in Canada
First Comprehensive National Survey Shows Traction of New Media

Toronto, Ontario (July 31, 2006) – With the objective of understanding podcast growth and technology adoption in Canada, the first comprehensive podcasting survey has wrapped up and results are currently available at

Of particular note, survey findings indicate podcast listeners in Canada are almost evenly split between men and women, 59% of podcast listeners are between 25-44 years old, and the baby boomer generation is embracing podcasting at almost double the rate than those under 24.

For 77% of those surveyed, podcast is a familiar word - a compound word that combines: ‘iPod’ and ‘broadcasting,’ and according to Webster’s dictionary, is defined as “an audio file published on the Internet with an RSS feed, allowing users to subscribe to automatic downloads of a series of programs.” Moreover, of those who don’t currently listen to podcasts, 67 per cent said they would be interested in downloading one.

“Podcasting is moving away from early adopters and into the mainstream, and is no longer synonymous with young, tech-savvy men. The survey proves that podcasting appeals to the nation, whether they be young, professional or retired. Moreover, the podcasts users are downloading are just as numerous and diverse as are the podcasters themselves.” says Jen Evans, President of Sequentia Communications and co-creator of the podcasting survey.

While American podcasting research is readily available, especially as Forrester Research Inc. predicts 50,000 podcasters are expected by the year 2010, Canadian research lacks a comprehensive understanding of who, what, when, where, and why Canadians are podcasting. Consequently, Sequentia Communications and Caprica Interactive Marketing joined forces to delve into the state of podcasting from a truly Canadian perspective.

Additional analysis finds that Canadians prefer original, fresh, weekly, and entertaining content that can’t be found anywhere else. The top 5 podcasts of those surveyed include:

  1. TWIT/This Week in Technology (USA)
  2. Ricky Gervais Show (UK)
  3. Quirks and Quarks (CANADA)
  4. LOST (USA)
  5. CommandN (CANADA)
However, poor audio quality, boring hosts, excess advertising, and episodes longer than 6-10 minutes may push Canadians to seek podcasts or alternative sources of information and entertainment, elsewhere.

"Although Canadians rely on other sources of information, Podcasts are quickly becoming integrated into their daily consumption of news and entertainment," says Leesa Barnes, President of Caprica Interactive Marketing and co-creator of the survey. "This survey also shows that Canadians will become impatient with podcasts that fall below their standards. Content is indeed king and this old adage holds true to podcasts as well."

For more information, please contact:
Nicole Meitsch
Sequentia Communications
416-203-3656 x229
nicole [at] sequentia [dot] net

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