Anyone in the marketing industry is aware of podcasts, but determining who is actually downloading and listening to podcasts has always been hard to track down.  Thankfully, a new study was released recently from ComScore who found, as you might expect, 18-24 year olds are the most fanatic about podcasts, with 29% having downloaded at least one from iTunes during the study timeframe.  Surprisingly, the 35-44 year old age group came in a close second with 27% having downloading at least one podcast during the same period, and even the 45-54 year olds came in a strong third with 23%. 

This shouldn't come as too much of a surprise given the number of business-themed podcasts available, and if anything proves the point that if you put out good content, make it easy to use and even easier to find the downloads should follow suit.  We've all been in meetings with clients who say podcasts "those are just for kids" and our recommendations get axed from the plan.  This should provide some much needed support for all of you who know the power of podcasts to further engage with your desired audiences and to build a stronger bond to your brand.  

If you are thinking of creating a podcast series for a client, first check out this site to tune in to some of the more popular ones.  Next up, visit Podcast 411 where Rob Walch provides excellent information and examples of great podcasts.  It's not as hard as you think, are there are great tools out there to help you, including great PR professionals who are masters of the message who can help you focus your efforts and deliver a consistent message to build a stronger bond with your desired audiences.