Radio industry research firm Arbitron has released a new report that has some information related to podcasting, though they consider it a form of radio. I wondered the other day, as I have in the past, if podcasting was stealing some of the audience away from traditional radio, and the Arbitron report seems to answer no:
According to the report, “Seventy-seven percent of Americans say they expect to listen to AM/FM radio as much as they do now despite increasing advancements in technology.” For people that have listened to podcasts, 27% expect to listen to less radio, and among satellite radio users, 36% expect to listen to less radio.
I guess we’ll find out won’t we? The report also states that 22% of Americans have heard of podcasting, and that 11% have actually tried podcasting. Evidently, the people that are using podcasts are young and relatively affluent.
Read: Podcasting News