Podcasts and Blogs, Apples and Lemons

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Nielsen Netratings issued a press release yesterday (PDF) with some interesting stats on podcasting in the US. Here’s how it starts:

[] 6.6 percent of the U.S. adult online population, or 9.2 million Web users, have recently downloaded an audio podcast; 4.0 percent, or 5.6 million Web users, have recently downloaded a video podcast. These figures put the podcasting population on a par with those who publish blogs, 4.8 percent, and online daters, 3.9 percent.

Um, podcast listeners on a par with blog writers? And online daters?

What a strange comparison. Am I missing something here? I’d love to know what their survey methodology was. (Actually, better not go there with such a question.)

One statement in Nielsen’s press release does make good sense, though:

“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.

I would agree with that.

(Via Podcasting News)

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Neville Hobson is the author of the popular NevilleHobson.com blog which focuses on business communication and technology.

Neville is currentlly the VP of New Marketing at Crayon. Visit Neville Hobson’s blog: NevilleHobson.com.

Podcasts and Blogs, Apples and Lemons
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