More than 6% of U. S adults, or about 9 million web users, have downloaded podcasts in the past 30 days, according to The Economics of Podcasting, a report released today by Nielsen Analytics, part of VNU’s Media Measurement & Information Group.
In a first quarter 2006 study, conducted by Nielsen Analytics at Nielsen Entertainment Television testing facilities in Las Vegas, more than 1700 participants were surveyed on their podcasting usage. About 6% of respondents described themselves as regular podcast downloaders — more than 75% of whom were male. The findings show that a significant percentage, approximately 38%, of active podcast downloaders say they are listening to radio less often.
“The incredible popularity of podcasting is the latest demonstration of consumers’ willingness to take control of their media experiences,” said Larry Gerbrandt, general manager and senior vice president of Nielsen Analytics. “While essentially still in nascent form, podcasts offer free audio and video content that is inexpensive to create, easy to access and on a portable platform that has already reached mass distribution. This exciting new medium has only just begun to stretch its legs.”