NTRT Netratings (MM)

Podcasters Most Likely to Be Young, Apple Fans NEW YORK, July 12 /PRNewswire-FirstCall/ -- Nielsen//NetRatings, a global leader in Internet media and market research, announced today that 6.6 percent of the U.S. adult online population, or 9.2 million Web users, have recently downloaded an audio podcast; 4.0 percent, or 5.6 million Web users, have recently downloaded a video podcast (see Table 1). These figures put the podcasting population on a par with those who publish blogs, 4.8 percent, and online daters, 3.9 percent. However, podcasting is not yet nearly as popular as viewing and paying bills online, 51.6 percent, or online job hunting, 24.6 percent. Podcasting is a relatively new technology that enables users to quickly and easily download multimedia files, including audio and video, for playback on mobile devices including iPods and other MP3 players, as well as cell phones. "The portability of podcasts makes them especially appealing to young, on-the-go audiences," said Michael Lanz, analyst, Nielsen//NetRatings. "We can expect to see podcasting become increasingly popular as portable content media players proliferate," he continued. Table 1: Market Size Estimation of Audio and Video Podcasters (U.S., Home and Work)* __________________________________________________________________________ Percent Estimate Composition of Number of Online Segment in Segment Population __________________________________________________________________________ Music/Audio - Download File for Portable Media (podcast) (computer - last 30 days) ** 9,205,981 6.6 __________________________________________________________________________ Video - Download File for Portable Media (podcast) (computer - last 30 days) ** 5,563,867 4.0 __________________________________________________________________________ Source: Nielsen//NetRatings @Plan Summer 2006 Release * Data is based on US Adult active Online population (18+). ** Profile point has been measured for less than four (4) survey waves. Young Demographic As is often typical with new technologies, young people are more likely than their older counterparts to engage in audio or video podcasting. Web users between the ages 18 and 24 are nearly twice as likely as the average Web user to download audio podcasts, followed by users in the 25-34 and 35-44 age groups, who were also more likely than the average Web user to do audio podcasting. Video podcasters trended a little older, with 25-34 year olds indexing the highest. Web users above the age of 45 were less likely than average to engage in podcasting of either sort. Table 2: Composition Index according to Age Group among Audio and Video Podcasters (U.S., Home and Work)* __________________________________________________________________________ Audio Podcast Video Podcast Demographic Group Composition Index Composition Index __________________________________________________________________________ 18-24 172 147 __________________________________________________________________________ 25-34 155 164 __________________________________________________________________________ 35-44 117 115 __________________________________________________________________________ 45-54 85 92 __________________________________________________________________________ 55-64 53 49 __________________________________________________________________________ 65+ 29 31 __________________________________________________________________________ Source: Nielsen//NetRatings @Plan Summer 2006 Release * Data is based on US Adult active Online population (18+). Note: Average composition index is 100. Any index above 100 indicates the overrepresentation of a demographic group. The "Pod" in Podcasting Since the popularity of Apple's iPod is largely responsible for the spread of podcasting, not surprisingly podcasters enjoy using Apple products and visiting Apple Web sites. For example, audio and video podcasters are over three times as likely as the average Web user to use Apple's Safari as their primary Internet browser (see Table 3). Table 3: Primary Internet Browsers among Audio and Video Podcasters (U.S., Home and Work)* __________________________________________________________________________ Primary Audio Podcast Video Podcast Internet Browser Composition Index Composition Index __________________________________________________________________________ Safari 320 336 __________________________________________________________________________ Firefox 233 176 __________________________________________________________________________ Internet Explorer 88 84 __________________________________________________________________________ AOL 63 91 __________________________________________________________________________ Netscape 57 68 __________________________________________________________________________ Source: Nielsen//NetRatings @Plan Summer 2006 Release * Data is based on US Adult active Online population (18+). Note: Average composition index is 100. Any index above 100 indicates the overrepresentation of a demographic group. Among audio podcasters, Macworld is the No. 1 most-visited content site, with a composition index of 606 (see Table 4). Apple and iTunes are the No. 2 and 3 e-commerce sites visited by audio podcasters, with composition indexes of 455 and 396, respectively. The Apple connection is not as clear for video podcasters, who flock to Startrek.com among content sites, with an index of 864. Live365.com and eMusic are the two most popular e-commerce sites for video podcasters, with indexes of 730 and 656, respectively. "Competitors to the iPod are now in the marketplace, but Apple got a big head start," said Lanz. "It will take time before other portable media players make significant in-roads with the early-adopters who are currently podcasting," he continued. Table 4: Top Content and E-Commerce Sites Visited by Podcasters (U.S., Home and Work)* __________________________________________________________________________ Audio Podcasters Video Podcasters __________________________________________________________________________ Composition Composition Content Sites Index Content Sites Index __________________________________________________________________________ Macworld 606 StarTrek.com 864 __________________________________________________________________________ Lycos Wired News 553 Live365.com 730 __________________________________________________________________________ Slashdot 544 Fark.com 724 __________________________________________________________________________ Composition Composition E-Commerce Sites Index E-Commerce Sites Index __________________________________________________________________________ Niketown.com 474 Live365.com 730 __________________________________________________________________________ Apple 455 eMusic 656 __________________________________________________________________________ iTunes 396 Niketown.com 614 __________________________________________________________________________ Source: Nielsen//NetRatings @Plan Summer 2006 Release * Data is based on US Adult active Online population (18+). Note: Average composition index is 100. Any index above 100 indicates the overrepresentation of a demographic group. ********************************************************* Nielsen//NetRatings reports June 2006 data for the Top Sites by Parent Company and Top Brands. In addition, Nielsen//NetRatings reveals the Top Advertisers by Company for June 2006. Nielsen//NetRatings Top 10 Web Sites by Parent Company and Top 10 Web Sites By Brand, June 2006 Table 1. Top 10 Parent Companies, Table 2. Top 10 Brands, Combined Home & Work Combined Home & Work ___________________________________ ____________________________________ Unique Time Per Unique Time Per Audience Person Audience Person Parent (000)(hh:mm:ss) Brand (000) (hh:mm:ss) ___________________________________ ____________________________________ 1. Microsoft 114,842 1:59:38 1. Yahoo! 105,217 3:19:45 ___________________________________ ____________________________________ 2. MSN/Windows 2. Yahoo! 105,811 3:19:24 Live 96,073 1:42:54 ___________________________________ ____________________________________ 3. Time Warner 103,962 4:38:11 3. Microsoft 95,095 0:40:27 ___________________________________ ____________________________________ 4. Google 96,785 0:54:31 4. Google 94,774 0:52:55 ___________________________________ ____________________________________ 5. eBay 64,802 1:30:18 5. AOL 74,081 5:56:21 ___________________________________ ____________________________________ 6. News Corp. Online 62,277 1:33:22 6. eBay 58,037 1:29:59 ___________________________________ ____________________________________ 7. InterActiveCorp 57,020 0:27:33 7. MySpace 45,791 1:53:12 ___________________________________ ____________________________________ 8. Amazon 45,626 0:21:21 8. MapQuest 45,095 0:11:06 ___________________________________ ____________________________________ 9. Walt Disney Internet Group 41,634 0:40:11 9. Real Networks 38,430 0:48:17 ___________________________________ ____________________________________ 10. RealNetworks, Inc. 38,458 0:48:16 10. Amazon 38,319 0:19:26 ___________________________________ ____________________________________ Example: The data indicates that 38.5 million home and work Internet users visited at least one of the RealNetworks, Inc.-owned sites or launched a RealNetworks, Inc.-owned application during the month, and each person spent, on average, a total of 48 minutes and 16 seconds at one or more of their sites or applications. A parent company is defined as a consolidation of multiple domains and URLs owned by a single entity. A brand is defined as a consolidation of multiple domains and URLs that has a consistent collection of branded content. Nielsen//NetRatings AdRelevance Top 10 Advertisers, June 2006 Top advertisers, ranked by estimated spending, are based on data from AdRelevance, Nielsen//NetRatings' advertising research service. An impression is counted as the number of times an ad is rendered for viewing. Top 10 Advertisers by Estimated Spending __________________________________________________________________________ Total Impressions Advertiser Estimated Spending (000) __________________________________________________________________________ 1. GUS Plc $47,037,400 22,784,920 __________________________________________________________________________ 2. Vonage Holdings Corp $37,462,700 16,680,886 __________________________________________________________________________ 3. Verizon Communications, Inc. $18,723,100 5,678,718 __________________________________________________________________________ 4. NexTag, Inc. $18,034,400 9,741,922 __________________________________________________________________________ 5. United Online, Inc. $17,840,000 5,420,177 __________________________________________________________________________ 6. Netflix, Inc. $16,329,400 5,256,759 __________________________________________________________________________ 7. Skype Technologies S.A. $16,123,900 2,650,339 __________________________________________________________________________ 8. Time Warner Inc. $13,277,500 3,889,288 __________________________________________________________________________ 9. YourGiftCards.com $11,527,300 3,835,010 __________________________________________________________________________ 10. E*TRADE FINANCIAL Corp. $10,645,300 2,897,455 __________________________________________________________________________ Estimated spending reflects CPM-based advertising online, and excludes search-based advertising, paid fee services, performance-based campaigns, sponsorships, barters, partnership advertising, advertorials, promotions and email. Impressions reported exclude house ads, which are ads that run on an advertiser's own or related property and co-branding relationships. Example: An estimated 2.9 billion E*TRADE FINANCIAL Corp. ads were rendered for viewing at the cost of approximately $10.6 million during the surfing period. About Nielsen//NetRatings NetRatings, Inc. (NASDAQ:NTRT) delivers leading Internet media and market research solutions, marketed globally under the Nielsen//NetRatings brand. With high quality, technology-driven products and services, Nielsen//NetRatings is the global standard for Internet audience measurement and premier source for online advertising intelligence, enabling clients to make informed business decisions regarding their Internet and digital strategies. The Nielsen//NetRatings portfolio includes panel-based and site- centric Internet audience measurement services, online advertising intelligence, user lifestyle and demographic data, e-commerce and transaction metrics, and custom data, research and analysis. For more information, please visit http://www.nielsen-netratings.com/. NetRatings, Inc. Suzy Bausch (408) 941-2965 Leilani Han (408) 941-2930 DATASOURCE: Nielsen//NetRatings CONTACT: Suzy Bausch, +1-408-941-2965, or Leilani Han, +1-408-941-2930, both of NetRatings, Inc. Web site: http://www.netratings.com/

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