Podcasts more popular than online dating

Nearly seven per cent of the online adult US population recently downloaded an audio podcast

US internet users are more likely to download a podcast than try and find a partner online, a new study has revealed.

According to research firm Nielsen//NetRatings, 9.2 million web users, nearly seven per cent of the online adult US population, recently downloaded an audio podcast.

Video podcasts accounted for four per cent of the audience with 5.6 million users. 

In comparison, online daters only added up to 3.9 per cent, while those that publish blogs amounted to 4.8 per cent.

However, paying bills and searching for a new job were much more prevalent, accounting for 51.6 per cent and 24.6 per cent respectively.

Audio podcasts appealed more to younger users. Those aged 18-24 were almost twice as likely to listen to a podcast. Video podcasts were most popular among those aged 25-34, while those aged over 45 were less likely to download either.

"The portability of podcasts makes them especially appealing to young, on-the-go audiences," explained Nielsen//NetRatings analyst Michael Lanz.

"We can expect to see podcasting become increasingly popular as portable content media players proliferate."

Mac users are the biggest consumers of podcasts. Those downloading content are three times more likely to use Apple's Safari web browser. 

"Competitors to Apple's iPod are now in the marketplace, but Apple got a big head start," said Lanz.

"It will take time before other portable media players make significant in-roads with the early-adopters who are currently podcasting."

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