First, I don’t believe that men are the majority of iTunes users at 63% according to a comScore study. I really don’t. I mean, I use iTunes and the last time I checked, I’m definitely not a man. Voice is too high, face is too clean-shaven, also I’m missing some parts. You get the picture.
It’s true that women are the minority when it comes to producing podcasts. Had the study revealed that, I would’ve been:
“Yup, that’s true.”
I had a devil of a time finding women to interview for my book. There were the popular ones, the well known names, but that’s about 5 women so I had to really dig deep.
However, to say that women are in the minority when it comes to consuming podcast content through iTunes – yeah right! I just don’t believe it. With the amount of women I teach, I can’t believe that more aren’t using iTunes. Plus, when it comes to technology, very few women are producing the tools, but they tend to even out with the men in terms of consuming tools.
One thing about the study that was no surprise – the podcast audience is older and wealthier than people think. According to the comScore study, those between 35-54 represented half of those who answered the survey.
According to Nick Tabbal, comScore senior vice-president of media and entertainment solutions:
“The comScore study reveals significant advertising opportunities among
several consumer segments. While the conventional wisdom says that only young, tech-savvy consumers are downloading and listening to podcasts, there is also a sizable market among 35-54 year olds, indicating that the audience is broader than previously thought.”
Now that’s something I believe.
Wishful thinking, Leesa. I believe there are more men listening, watching podcasts – for sure.
This media is not a man´s world, but as long as the media has all these technical challenges, is is understandable, that men are firstmovers and dominating. As producers as well as consumers. Think about the car industry, the kitchen equipment industry, etc. That said I think we, women innovators have to support each other in our attempt to be more visible. As innovators as well as consumers.
BECAUSE, and here is my point, it is important, that the innovators consider womens focus, needs, interests, savvyness, etc. If not happening, women audiences will not grow.
We should not exclude ourselves but support each other in the work we do in front of our microphones, writing our blogs, developing our services, speaking at conferences, etc. And we should keep earning to be taken seriously by – the men.
I spent the past two days in the expo hall of streaming media east and was blown away (if not surprised) by the complete lack of women. While there were a smattering of women working various booths, I can count on one hand the number of women attendees I encountered, and that is being generous…it does make me wonder… women!!!! Where are you!!!! Media is evolving at lightning speed… it is in fact the wild wild west out there, absolutely anyone is poised to become a leader in this new media world.. the perfect time for women to establish themselves as innovators in this new market! The opportunities are limitless!!!
I do believe it. It is only 2/3 to 1/3. They state they have a panel of 2 million world wide, but as I found comscore does have ‘more limited’ requests when doing their research.
Also you should not forget that this is a pre xmas half year old survey. Given podcasting, this is a huge time frame.
A German study confirms that still most listeners are male, therefor I find 1/3 women to be already quite high. And also that is the number which is going to rise.