About one in 20 Americans on the Internet consider themselves regular downloaders of podcasts, and time spent listening to them is cutting into their radio time. Those are some of the findings of a Nielsen Analytics study released Thursday.
The study, “The Economics of Podcasting,” said that, depending on how the question is phrased, 4%-6% of the nation’s Web surfers are regular podcast downloaders, though only 1% have downloaded eight podcasts or more. By way of contrast, 4.8% of the population publish a blog and 3.9% call themselves online daters.
Of those who download podcasts, a little more than three-quarters of them actually listen to podcasts they have downloaded. About 11% of the U.S. Internet population has downloaded at least one podcast, while 53% have never even heard the term “podcast.”
