A new US survey has shown that it's not young people who are driving the
growth in podcasting, but the older generation.
A survey of over 8,000 American consumers by pollsters
CLX has revealed that podcasting is most
popular with those over 45, with 21 per cent of those questioned listening to
podcasts. This compares to just 13 per cent of 15 to 24-year olds.
"The results of this poll show that companies can’t just accept the
conventional wisdom when trying to understand their markets," said Dave
Williams, chief executive of CLX.
Overall rates of podcasting were slightly lower than expected. Only 15 per
cent of those questioned had actually listened to a podcast. This despite
Apple's decision in July to offer
podcast downloads on its iTunes service.
An Age Concern spokesperson said: "It's fantastic that so many more older
people are getting online and making the most of the 'net. 41% of older people
who use the internet confess they log on every day and nearly three quarters of
users agree that everyone should give it a go."
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Latest iTunes client extends support for 'next-generation radio' 29 Jun 2005
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