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Among adult internet users, 17% have downloaded a “podcast” in the last 6 months (rising to 28% among 16-24 year olds) and 24% are likely to download a podcast in the next 6 months.
“The findings suggest that up to 7.9 million adults could be downloading podcasts in the next 6 months, which represents a massive opportunity for advertisers and media owners alike,” said BMRB marketing director Steve Cooke.
As with much new technology, podcasting is more likely to be a male activity, with male internet users almost twice as likely (22%) as females (12%) to have downloaded a podcast.
AUDIO PODCASTS
Audio podcsats are like mini radio programmes. They are relatively simple to produce and can be downloaded very quickly.
CEO's have been quick to embrace podcasting, they realise the intimacy of delivering a message directly into a staff members ear has far more impact than a memo or email.
70% of cars sold now have some kind of mp3 connection.
Ideal uses for audio podcasts include:
Corporate training and communication
News and events based content - business or leisure
Corporate newsletter in magazine chat show format
Conference content distribution - speaker presentations and conference round up
Whatever the use, it is an unquestionably effective way to communicate your message. Large corporations are already distributing pre-loaded, corporate branded iPod Nano's with their audio messages already installed.
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