Rocketboom: Please Listen to My Demo

One of the commonly accepted bellwether sites for the market, Rocketboom, has had podCast411 compile the results of its user survey [PDF] conducted from Feb. 5-12. Some of the results indicate strong polling bias — for instance, 92% of respondents say they primarily view Rocketboom on a computer, and 68% say they check it directly from the web site. Which tells me that it’s probably underreporting iTunes, mobile partner and RSS subscriber data.

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To paint a picture of the typical Rocketboom viewer, a composite subject would look like a 21- to 33-year-old Californian man who’s a degreed professional making more than $60,000 a year. He spends less than three hours a day watching television and from three to eight hours online, where he gets most of his news and shops regularly. He’s got an account or three on social networks, subscribes to some RSS feeds, has a fetish for Macs, and may even keep his own blog or podcast to lord his internerdliness over his friends.

Of course, the most significant number is that 92% of the 1,063 responses checked the ‘male’ box. While that’s great if your selling beer, gadgets and lad mags, advertisers know that the big purchasing decisions (cars, plasma TVs, new appliances) are generally made by women. Though without having any data for marital status, it’s difficult to know how many men are single or parents — which also complicates the income number, because most surveys ask household income and I’m having trouble believing that more than a quarter of Rocketboom users make over $100,000 a year.

Statistics, like steaks, always taste better with a grain or three of salt. But if you needed confirmation that online videos can appeal to a wealthy, male, educated and computer savvy audience, here you go.

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