Perhaps reflecting the educational and business themes of top podcasts, a comScore study of the iTunes podcasting audience found that 35- to-54-year-olds represent half of the downloaders--running
against the conventional wisdom that only young, tech-savvy consumers download and listen to podcasts. The study, sponsored by mobile advertising enabler Ad Infuse, also found podcast consumption
increasing with higher income and education.
"Because these core audiences represent highly desirable consumer segments, it's probably just a matter of time before significant advertising dollars
begin to flow toward this medium." said Nick Tabbal, comScore's senior vice president of media and entertainment solutions.
The study also found that male podcast downloaders outnumbered
females two to one.