Sequentia Communications and Caprica Interactive Marketing

August 02, 2006 08:00 ET

Podcasting Taking a Hold in Canada

First Comprehensive National Survey Shows Traction of New Media

Attention: Arts/Entertainment Editor, Assignment Editor, Business/Financial Editor, Media Editor, Tech/Telecomm Editor TORONTO, ONTARIO--(CCNMatthews - Aug. 2, 2006) - With the objective of understanding podcast growth and adoption in Canada, the first comprehensive podcasting survey has wrapped up and results are currently available at Of particular note, survey findings indicate podcast listeners in Canada are almost evenly split between men and women, 59 per cent of podcast listeners are between 25-44 years old, and the baby boomer generation is embracing podcasting at almost double the rate than those under 24.

For 77 per cent of those surveyed, podcast is a familiar word - a word that combines: 'iPod' and 'broadcasting,' and according to, is defined as "the method of distributing multimedia files, such as audio programs or music videos, over the Internet using either the RSS or Atom syndication formats, for playback on mobile devices and personal computers." Moreover, of those who don't currently listen to podcasts, 67 per cent said they would be interested in downloading one.

"Podcasting is moving away from early adopters and into the mainstream, and is no longer synonymous with young, tech-savvy men. The survey proves that podcasting appeals to the nation, whether they be young, professional or retired. Moreover, the podcasts users are downloading are just as numerous and diverse as the podcasters themselves." says Jen Evans, President of Sequentia Communications and co-creator of the podcasting survey.

While American podcasting research is readily available, especially as Forrester Research Inc. predicts 50,000 podcasters by the year 2010, Canadian research lacks a comprehensive understanding of who, what, when, where, and why Canadians are podcasting. Consequently, Sequentia Communications and Caprica Interactive Marketing joined forces to delve into the state of podcasting from a truly Canadian perspective.

Additional analysis finds that Canadians prefer original, fresh, weekly, and entertaining content that can't be found anywhere else. The top 5 podcasts of those surveyed include:

1. TWIT/This Week in Technology
2. Ricky Gervais Show
3. Quirks and Quarks
5. CommandN

However, poor audio quality, boring hosts, excess advertising, and episodes longer than 6-10 minutes may push Canadians to seek podcasts or alternative sources of information and entertainment, elsewhere.

"Although Canadians rely on other sources of information, podcasts are quickly becoming integrated into their daily consumption of news and entertainment," says Leesa Barnes, President of Caprica Interactive Marketing and co-creator of the survey. "This survey also shows that Canadians will become impatient with podcasts that fall below their standards. Content is indeed king and this old adage holds true to podcasts as well."

About Sequentia:
Sequentia Communications ( is a full-service marketing and public relations firm that specializes in helping companies acquire and retain customers through community building. Sequentia is an urban marketing boutique that understands the effective use of technology in marketing. The company is based in Toronto and its clients include a cross-section of small to medium sized businesses, public sector organizations, agencies and technology firms.

About Caprica Interactive Marketing Inc:
Caprica Interactive Marketing ( helps businesses understand how to use cost-effective yet powerful podcasting and Internet marketing solutions to build brand awareness. While anyone can produce a podcast, Caprica focuses on helping its clients optimize and monetize their podcasts to increase sales, decrease marketing costs and build relationships with their customers.


Contact Information

  • Nicole Meitsch, PR Coordinator, Sequentia Communications
    Primary Phone: 416-203-3656 ext. 229
    Secondary Phone: 416-999-8944