Podcast Audience Continues to Grow

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According to new research from The Diffusion Group, 11% of adult broadband users (some 12 million US consumers) listen to podcasts at least once per month. They predicts that by 2012 this number will grow to 24% of broadband users (38.5 million Americans).

While the audience for podcasting continues to expand, TDG identifies two specific factors that are keeping a lid on usage: (1) podcasting continues to be perceived as too complex for average consumers to use, and (2) they remain unaware of the quantity and quality of content available for podcast consumption.

Other key findings in the report include the following:

  • Among those that listen to podcasts at least once per month, 68% use a portable device while 49% listen to them on a PC (an interesting insight given that many define podcasting as only a portable medium);
  • On average, users listen to 5.4 podcasts per month on a portable device and 4.7 on a PC;
  • On average, those who subscribe to podcast services are signed up for 4.1 different feeds; and 70% of users rely on iTunes to access podcasts.

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