The Corporate Podcasting Summit in London this week may have gotten off to a downbeat start after a research presentation by Tom Webster of Edison Media Research. Quoting from the yet-to-be-released "Arbitron/Edison Internet and Multimedia Study 2007," he said podcast listening isn't growing much.
Only 13% of the national random sample of people surveyed for the 2007 report said they had "ever" listened to a podcast. Last year's research put the number at 11%. And despite the media's enthusiasm for video podcasts, Edison found only 11% have ever watched one. In 2006, the number was 10%. (These statistics were reported by Jason Van Orden, a podcasting consultant, who was on the conference program.)
Paul Colligan, chairman of the event, put a positive spin on the numbers. He blogged that awareness of podcasting, or the percentage who had "heard" of it, increased to 37% in the latest report, compared to 22% a year ago.
Nice try, Paul, but it is not good news> ARTICLE <
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