The Diffusion Group reports that, based on their latest research, 11% of adult broadband users (some 12 million US consumers) listen to podcasts at least once per month. They also predict that the podcast audience will more than double in the next five years, to 24% of broadband users (38.5 million Americans) by 2012.

The story goes on to say that the expansion is being held back by 2 key factors, perception of complexity and lack of awareness of the wealth of content available.

Here’s some other key findings:

• 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.

Get the rest of the story at podcastingnews.com

This entry was posted on Saturday, June 9th, 2007 at 8:08 pm and is filed under Front Page, Podcasting, Research. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.