The British Market Research Bureau (BMRB) reports that a quarter of all adult internet users will listen to a podcast in the next 6 months.
“The findings suggest that up to 7.9 million adults could be downloading podcasts in the next 6 months, which represents a massive opportunity for advertisers and media owners alike,” said BMRB marketing director Steve Cooke.
The report is based on a national (UK) survey of 1,000 adults in February 2006.
Among adult internet users, 17% have downloaded a podcast in the last 6 months (rising to 28% among 16-24 year olds) and 24% are likely to download a podcast in the next 6 months, according to BMRB. Those owning an MP3 player are more likely to have downloaded a podcast (28%) with up to 38% likely to download a podcast in the next 6 months.
The BMRB found that podcasting is more likely to be a male activity, with male internet users almost twice as likely (22%) as females (12%) to have downloaded a podcast.
[Tags: podcasting | uk | audience]