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6% of U.S. Web Users Have Downloaded Podcasts, Says Nielsen Analytics

More than 6% of U.S adults, or about 9 million web users, have downloaded podcasts in the past 30 days, according to The Economics of Podcasting, a report released today by Nielsen Analytics, part of VNU's Media Measurement & Information Group.

About 6% of respondents described themselves as regular podcast downloaders -- more than 75% of whom were male. The findings show that a significant percentage, approximately 38%, of active podcast downloaders say they are listening to radio less often.

The Economics of Podcasting is the latest in a series of reports from Nielsen Analytics on the ‘uber-media consumers’ who lead the media industry in terms of trends and technology.

Amongst the key findings, the most chilling one – at least for advertisers - is the fact that 60% of respondents surveyed said they ‘always’ fast forward past commercials in their podcasts. Women were more likely to fast forward than men, with 67%.

Désiré has been musing and writing about technology during a career spanning four decades. He dabbled in website building and web hosting when DHTML and frames were en vogue and started writing about the impact of technology on society just before the start of the Y2K hysteria at the turn of the last millennium. Following an eight-year stint at where he discovered the joys of global tech-fests, Désiré now heads up TechRadar Pro. Previously he was a freelance technology journalist at Incisive Media, Breakthrough Publishing and Vnunet, and Business Magazine. He also launched and hosted the first Tech Radio Show on Radio Plus.