Pew Internet & American Life Project has released a data memo that reports that “some 12% of internet users say they have downloaded a podcast so they can listen to it or view it at a later time. This finding compares to the 7% of internet users who reported podcast downloading in our February-April 2006 survey.”
The net result is an increase of 70% in just six months. The really positive thing is that strong growth occurred across all segments of gender, age, income, education and internet experience. Men still outnumber women with 15% of men downloading compared to 8% for women, but both genders reported great increases in downloading activity.
The report also goes on to to describe that “few internet users are downloading podcasts with great frequency; in both surveys, just 1% report downloading a podcast on a typical day.”
This part of the report seems somewhat flawed to me. The exact question asked of over 900 people was “Please tell me if you ever do any of the following when you go online. Do you ever download a podcast so you can listen to it or view it at a later time? Did you happen to do this yesterday, or not?Ã¢â‚¬Â
I think I would have answered yes and no to the question, because I didn’t do any downloading yesterday, but I’m pretty sure iTunes sucked some podcasts down if any of podcasts I subscribe to issued new episodes.
The problem with this kind of flawed research is that it leaves a lasting impression as people just blast out a sound bite like A scant 1% download podcasts on a typical day.
It would be nice if people who claim research expertise did a better job.(update: I mean Pew, not MicroPersuasion)