-
Only 13% of the national random sample of people surveyed for the 2007 report said they had “ever” listened to a podcast. Last year’s research put the number at 11%.
—Anemic growth for podcast listening - MarketWatch
Are they asking the right question? How you refer to technology will skew the results one way or the other. For example, if you asked UK households whether they used a DTT box, the number would be far lower than if you ask them if they have Freeview… Try asking “Have you downloaded radio programmes from the internet” — i.e., in terms the audience understands — and the numbers would change.
