According to new research from The Diffusion Group, 11% of adult broadband users (some 12 million US consumers) listen to podcasts at least once per month. TDG’s latest report on new media usage, Podcast Usage Profiles and Demand Forecasts thru 2012, predicts that by 2012 this number will grow to 24% of broadband users (38.5 million Americans).
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.