40 Percent Podcasting Audience Growth

ArbitronYou could say “Wow” when you talk about 40 percent growth. So go ahead because that’s what a recent study by Arbitron-Edison Media Research study titled, “The Infinite Dial 2008: Radio’s Digital Platforms” found. Here’s some nuggets from the study:

  • iPod/Portable MP3 player ownership continues dramatic growth. Nearly four in ten
    (37 percent) own an iPod or other brand of portable MP3 player; up from 30 percent in
    2007 and more than two and a half times the number in 2005 (14 percent). Nearly three-
    quarters (73 percent) of those age 12-17 own a digital audio player.
  • Audio podcasting usage continues to increase along side the proliferation of
    iPod/MP3 player ownership. Eighteen percent have ever listened to an audio podcast;
    up from 13 percent in 2007. Nine percent have listened to an audio podcast in the past
    month (an estimated 23 million).

The study also found out how important mobile phones are to people today:

More than one in five (21 percent) consumers said radio has a big impact on their lives; ranking second only to mobile phones (33 percent) as the audio platform/device that has the biggest impact on people’s lives.

Why do we care about mobile phones? Can you say iPhone? And what about texting to that “audio” device eh?

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