Downloading Trumps Listening to Podcast Online

Just under two weeks ago I posted on my Social Media Show podcast site a 30 minute conversation I recorded with Professor Lonnie B. Hodge, about the workshops on the digital media release, which we are scheduled to deliver in China from July 18 to July 25.

I had intended to publicize the podcast but have not done a lot in that regard. Nevertheless, some people have either listened to it online or downloaded it, presumably to listen to it at a convenient time, on their iPod or other audio player.

What I find interesting from the statistics is that the number of downloads – 99 – far exceeds the number of events where people listened online – 17. Perhaps some people would listen online if the podcast were briefer. Or is that sort of breakdown fairly typical?

Looking at the stats for some other podcasts, another at 32 minutes has so far scored 18 for downloads and 7 for listening online. For a shorter podcast, at just over 15 minutes, the figures are 32 for downloads and 10 for listening online.

Obviously one can’t draw too much from these few examples. It does look as if downloads might trump listening online generally, but the ratio of difference is considerably higher in the case of the podcast on the China workshops than for the other examples.

One of the considerations that emerges for me is that if you are relying on a podcast to get someone to take action – say to book online for a workshop – and you structure your podcast with a call to such action, that call might be delivered while someone is walking on the beach, or working out at the gym, or in a car or bus on the way to or from work. And that surely means that, more often than not, and for more of your target audience, the action will not be taken on the basis just of that call to action in the podcast.

I imagine others have looked at this issue and come up with strategies. I’d love to know what such strategies could be, or the elements of a strategy, if you would care to leave a comment.

Now that I come to think of it, I’m pretty sure we did not actually include a call to action in the podcast. But we did include the details of the workshops in the accompanying blog post.

Here they are. Please forward the link to this post to anyone you know in China who could be interested in attending.

Hong Kong (18 July):

Shanghai (21 July):

Beijing (23 July):

Guangzhou (25 July):

For more information, please contact us.

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  1. Kyle, Barbara

    Thanks. I agree. I would much rather download a podcast to listen at my leisure than have to be tied to the computer to listen.

    Thanks too, Kyle, for the helpful suggestion about the call to action.

  2. I can believe that downloading is more popular as well. You control when you choose to listen – it’s very convenient.



    Barbara Lings last blog post..Instant Nobility – Make Your Own Dynasty in 3 Easy Steps!

  3. Hey Des

    I always see downloads beating plays. My take is that people want to “own” the recording so they can listen when and where they want.

    And the number of times I’ve been listening to a recording via my web browser only to accidentally go to another page — and instantly lose my place in the recording — has taught me to just download the thing and listen to it in a media player that gives me more control. I’m sure others have had the same experience.

    Modifying your call to action (or at least adding a supplement to your existing one) to account for this is a smart idea. Rather than say things such as “click the link below”, you can say “if you’re listening to this via the website just click the link below, otherwise go to to sign up.”


    Kyle Tullys last blog post..The Great Copywriting Consipracy