A new US survey has shown that it's not young people who are driving the growth in podcasting, but the older generation.
A survey of over 8,000 American consumers by pollsters CLX has revealed that podcasting is most popular with those over 45, with 21 per cent of those questioned listening to podcasts. This compares to just 13 per cent of 15 to 24-year olds.
"The results of this poll show that companies can’t just accept the conventional wisdom when trying to understand their markets," said Dave Williams, chief executive of CLX.
Overall rates of podcasting were slightly lower than expected. Only 15 per cent of those questioned had actually listened to a podcast. This despite Apple's decision in July to offer podcast downloads on its iTunes service.
An Age Concern spokesperson said: "It's fantastic that so many more older people are getting online and making the most of the 'net. 41% of older people who use the internet confess they log on every day and nearly three quarters of users agree that everyone should give it a go."
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