A good example of this phenomenon is iPhone and iPad, each of which has less than 20-percent marketshare, but both of which have usage share that tops Android devices two-to-one. What’s going on? iPhone, iPad, Mac, and probably Watch own their respective industry’s profits with what amounts to a sliver of marketshare. Here’s another example.
Made To Use
A new report points out this phenomenon in the Podcast industry. Podcasting, as you know, is a 21st century version of talk radio, talk TV, and portable media players all mashed up into a growing and influential community of Podcasters and listeners.
Who listens to Podcasts? iPhone users. More than 80-percent of all Podcast listening is accomplished with an iPhone. That’s a dominant number from the platform that makes up less than 20-percent of the smartphone industry worldwide.
What’s up with that? The simple takeaway is that iPhone users actually use their devices in ways their Android-based cousins do not. Similar data points out a similar phenomenon among tablet users, among PC users (which include Apple’s Mac). In other words, Apple’s customers use their device more and in more ways than competitors.
Another interesting aspect of the Podcast industry is what percentage of Podcast listeners use Apple’s built-in iOS Podcasts app. More than 75-percent. In other words, over 60-percent of all Podcasts are listened to on an application that many critics have called Apple’s worst app ever.
Podcasts are all kinds of awesome. A Prairie Home Companion, This American Life, Wiretap, The Truth — there’s a virtually endless supply of great listening to be had free of charge.
Apple’s Podcasts app, on the other hand, is all kinds of suck. It’s so abysmal that I’m breaking my if-you-can’t-say-anything-nice rule to vent my hatred of it. What’s the problem with Podcasts? Ye gods, where do I start? Maybe with its very existence: Apple pried podcast listening out of the Music app instead of giving users a choice in the matter. What used to be easy — tap the Music icon that lives, omnipresently, in my bottom row, then tap Podcasts — now requires me to hunt for a separate app.
There’s all kinds of hate from critics over the Podcasts app on iPhone but apparently iPhone users– those who actually listen to Podcasts– are not paying attention to the critics.
Apple’s podcast app is one of the the worst applications I’ve ever downloaded on my iPhone. From the design to the performance, this is one horrific experience.
I hate to be one of those guys that says Steve Jobs would have never let this happen, but, seriously, if Steve Jobs was alive this could never happen.
This situation tells me a number of things which should be obvious but are not. First, Podcasts users don’t pay much attention to technology media critics. Second, Podcast listeners prefer simplicity over feature bloat. Third, Podcasting is alive and well, and true to form, Apple’s customers continue to out use applications well beyond that of the Android user.
I don’t use Podcasts on my iPhone but instead opt for a couple of commercial podcast apps which handle both audio and video Podcasting. But I use the Podcasts app on my Apple TV. This tells me that Apple’s customer base, while smaller than almost anything with an Android or Microsoft logo on it, is also alive and well and using their devices in ways not considered by the great unwashed masses of competitor’s device owners.