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Podcast growth slow but steady
The number of US internet users who have downloaded a podcast is growing, but at a slow rate, new research shows.
A survey from Pew Internet and American Life Project found that 12 per cent of internet users say that they have downloaded a podcast to view or listen to at a later time.
This is up from just seven per cent who said they had downloaded a podcast when the organisation conducted the same survey for the February to April 2006 period.
Even those who were using podcasts, however, were not doing so very frequently. Only one per cent of internet users reported downloading a podcast on a typical day.
Senior research specialist at Pew Mary Madden said: "While podcast downloading is still an emerging activity primarily enjoyed by early adopters, the range of content now available speaks to both mainstream and niche audiences.
"We are at a crossroads of a major transition in the way media content is delivered and consumed."
Podcasting is becoming an increasingly prevalent tool in online marketing, with HSBC bank and Cancer Research UK two of the larger companies that have recently adopted it for website promotion purposes.
A survey from research firm BMRB in March was more optimistic in terms of podcasting web stats, predicting that a quarter of British internet users would download one in the next six months.
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