Podcast Popularity Grows

Nearly one-fifth (19%) of US internet users say they have downloaded a podcast so they can view it or listen to it later - up from 12% in August 2006 and 7% in February/April 2006 - according to (pdf) the Pew Internet & American Life Project.

That percentage continues to increase as devices with digital audio capability, such as iPods and MP3 players, gain wider use and a larger selection of podcasts becomes available, Pew said.

Though podcast downloading is on the rise, it remains relatively uncommon on a daily basis. Among those who say they download podcasts, just 17% do so on a typical day. Men, people under age 50, and more experienced internet users are most likely to have downloaded a podcast.

Among the key findings of the Pew study:

• 22% of male internet users (vs. 16% of online women) report ever having downloaded a podcast.

• Men and women are equally likely (3%) to download podcasts on a typical day.
• 23% of those under 50 say they have downloaded a podcast and 4% “downloaded one yesterday,” compared with 13% and 1% of their older counterparts.
• The percentage of younger generations downloading podcasts has nearly doubled since 2006.
• Internet users with six or more years of internet experience are significantly more likely than those with less experience to have downloaded a podcast, and they are more likely to download podcasts on a typical day.
• Internet users with broadband access are more likely to download podcasts. Those who subscribe to premium home broadband services are even more likely to download podcasts.