11% of online Americans listen to podcasts
According to The Diffusion Group, 11% of adult broadband users (some 12 mln US consumers) listen to podcasts at least once per month. By 2012 this number will grow to 24% of broadband users (38.5 mln 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). ?n 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.