Although adoption of podcasts is on the up, very few web users are regular listeners, according to a new survey.

Research by the Pew Internet and American Life Project found 12% of US internet users had downloaded a podcast, a rise from 7% in February.

However, just 1% said they would download one on an average day, the same figure as in February.

The survey of nearly 3,000 US adults revealed that men are more likely to download a podcast, with 15% having done so compared to 8% of women.

Those who have used the internet for more than six years were twice as likely to have downloaded podcasts as those who have been online for less than three years.

The range of available podcast content has exploded over the last couple of years, with Podcast Alley listing almost 27,000 podcasts this month, compared with just 1,000 in November 2004. 

The latest UK figures, published by The Guardian in October, show that around 8% of the online population (over 3m people) have downloaded a podcast.

According to PQ Media, podcast advertising spending reached $3.1m in 2005 and will grow at a compound annual rate of 154.4% between 2006 and 2010.

Also see our Internet Statistics Compendium  for further podcasting stats.  

Graham Charlton

Published 27 November, 2006 by Graham Charlton

Graham Charlton is editor in chief at SaleCycle, and former editor at Econsultancy. Follow him on Twitter or connect via Linkedin.

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Comments (1)

Martin Talks

Martin Talks, Founder at Matomico

The figures definitely show podcasting is catching on. But the question rather misses the point as far as the opportunity goes. Creating a podcast is not about trying to do a YouTube or MySpace in terms of volume. Podcasting is about the best possible audiece, not the biggest possible audience. This creates opportunities for brands to communicate at a far more effective level.

I spoke at the Radio at the Edge Event run by the Radio Academy where the radio industry debated such issues. There was a genuine feeling of excitement about the opportunities that radio and Web combined offers brands as well as traditional broadcasters.

You can here more about the event at

over 11 years ago

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