Examining the Motives of Podcast Users

This study examines the patterns and uses of podcast users. A survey was conducted of 354 fans of shows that are podcast. These fans were found via fan websites of the shows on Facebook and MySpace. The results indicate that the bulk of the podcast users are well educated and affluent. The respondents also prefer to listen to the podcasts via portable devices. Almost 90% of the users reported actually using the show they downloaded. Motivations of using podcasts include entertainment, timeshifting, library building, a favorable view of advertising and a social aspect of the podcasts that centers around discussing the shows with other fans. There is some evidence here to suggest that the social factor motivation is also a predictor of podcast use. Heavy users of podcasts also reported to not have a negative view of the advertisers who supported the podcasts. [PUBLICATION ABSTRACT]