Edison Research has recently published The Current State of Podcasting, a study of American podcast consumers’ attitudes and behaviors. The 2010 report is Edison’s fifth annual study and was unveiled earlier this fall at Blogworld in Las Vegas.
Here’s the skinny;
* Percentage of Americans who have ever watched or listened to a podcast is 45%, up from 43% one year ago. This equates to approximately 70 million Americans 12+.
* The podcast audience has migrated from being predominantly “early adopters” to more closely resembling mainstream media consumers.
* Two-thirds of podcast consumers have listened to digital audio files in their vehicles by connecting an iPod or other MP3 player to their car audio system.
* Podcasts are being consumed primarily at the computer, and less frequently than last year via the mobile device or “dedicated media player” like the iPod or Zune.
You can watch a presentation of this report here: