Well, audio podcasting has become more popular than bloggingg these days as Nielsen//NetRatings announced today that 6.6 percent of the U.S. adult online population, or 9.2 million Web users, have recently downloaded an audio podcast. That is almost a full 2 percent higher than those publishing blogs, which currently sits at 4.8 percent of the U.S. adult online population.

“The portability of podcasts makes them especially appealing to young, on-the-go audiences,” said Michael Lanz, analyst, Nielsen//NetRatings. “We can expect to see podcasting become increasingly popular as portable content media players proliferate,” he continued.

Young people are more likely than their older counterparts to engage in audio or video podcasting. Web users between the ages 18 and 24 are nearly twice as likely as the average Web user to download audio podcasts, followed by users in the 25-34 and 35-44 age groups, who were also more likely than the average Web user to do audio podcasting.

Video podcasters trended a little older, with 25-34 year olds indexing the highest. Web users above the age of 45 were less likely than average to engage in podcasting of either sort.

via Podcastingnews

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