Study: Few Have Ever Heard a Podcast, Only 1% Download Regularly

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By: E&P Staff

A Forrester Research analyst has found that only 1% of online households currently download podcasts, and only 25% express interest in them.

“One-quarter of online consumers express interest in podcasts, with most interested in time-shifting existing radio and Internet radio channels,” said Forrester’s Charlene Li.

Forrester’s estimate is far lower than previous studies by the Pew Internet & American Life Project and eMarketer, which estimated podcast audiences this year to hit six million and 10 million people, respectively. Li projected that only 700,000 households in the US will use podcasts this year.

But her projections suggest an explosive growth in the medium over the next four years. She said that the number of users would increase nearly eighteen-fold and hit 12.3 million American households by 2010.

In suggesting ways for companies to use podcasting, Li said that content providers should repurpose their current product into the new medium.

“Content that already exists ? such as earning calls, training updates, and executive presentations are all excellent fodder for podcasts,” writes LI. “Think of us poor analysts who must listen to streamed quarterly calls while chained to our laptops! My caution is that companies shouldn?t be dashing out to create expensive original content for a small audience ?- unless they gain value from being seen as innovative.”

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