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Podcasting: hype or reality?

Research shows listeners are a growing minority

Twelve months since the podcasting phenomenon emerged, almost 15 percent of US respondents are already tuning in to the new digital transmissions.

Researchers at CLX came up with the figure, but warn that mass media coverage should be taken with a pinch of salt. "Despite recent media hype about the growing podcasting phenomenon, less than 15 percent of US respondents listen to podcasts," they said.

CLX conducted a text-message-based poll, gathering responses from 8,481 texters. It claims that 85 percent of those who responded don't listen to podcasts.

A Google search on the term 'podcast' would have yielded fewer than 1,000 pages in August last year. Today, the same search yields in excess of 17 million pages.

The research claims: "The two age groups of respondents most likely to listen to podcasts are 45 to 55-year-olds and the 55 and over category."

It states that 21 percent of each of these two groups report listening to podcasts. However, just 13.3 percent of 15 to 24-year-olds who responded do so.


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