Podcasting Is Big, Led By Mac Lovers

Podcasting is big. Well, not as big as paying bills online, but almost as big as blogs. According to Nielsen//NetRatings (PDF file), 6.6 percent of the U.S. adult online population are downloading audio podcasts. That’s more than 9 million people. But in case you get all excited about that, compare it with viewing and paying bills online (51.6 percent) or online job hunting, (24.6 percent). Still it’s bigger than I thought. Videocasting is also popular, at about 4 percent of the population, which is slightly less than the blogging population (4.8 percent) and a touch larger than the online dating population (3.9 percent).

Most of these folk are, unsurprisingly, young. They’re also Apple fans — and not just in terms of using iPods. Audio and video podcasters (i.e. the folk producing the stuff) are more than three times as likely to be using a Mac (known by the fact they’re using Safari). Given that they’re also two times as likely to be using Firefox, this Mac figure could be higher. Macworld is also the largest visited podcast site by some margin. This is interesting, and perhaps another sign, if one were needed, that the iPod is having a huge impact on the sales of other Apple products.

12. July 2006 by jeremy
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