Study: 38% Of Active Podcast Downloaders Listen To Radio Less Often
July 21, 2006 at 12:50 PM (PT)
According to a study by NIELSEN ANALYTICS, more than 6% of U.S. adults (or about 9 million web users) have downloaded podcasts in the past 30 days. About 6% of respondents described themselves as regular podcast downloaders -- more than 75% of whom were male. The findings show that approximately 38% of active podcast downloaders say they are listening to radio less often.
Other intersting findings from a terrestrial radio standpoint include the discovery that the average length of the podcasts being listened to was 44 minutes, and that some 72% of respondents who regularly download podcasts say they download an average of one to three podcasts per week. About 10% of all podcast downloaders could be characterized as "heavy users" "downloading 8 or more podcasts a week).
For more info on the study, click here.