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Podcasts usage high per Nielson survey

From Jeff Jarvis, podcasts are pretty popular according to a Nielsen report released today (PDF).

  • 6 percent of U.S. adults — 9 million people — have downloaded podcasts in the last 30 days. The same number call themselves regular podcast listeners.
  • More than 75 percent of them are male.
  • 38 percent of active podcast listeners told Nielsen that they are listening to radio less often.
  • The most successful podcasts, Nielsen says, are get two million downloads a month.
  • 60 percent said they always fast-forward past commercials.
  • 72 percent of regular downloaders get one to three podcasts a week; heavy users — 10 percent of them — take eight or more.

But are downloaded podcasts always listened to? An early study found that more 80% of podcast downloads never make it to a portable player or another device – they are consumed on the PC (or, worse, never listened or deleted).