Podcasts... who cares?

According to a new study published by the Pew Institute, the American public's interest in podcasts isn't as high or as steady as us media folk may like to think.

During the course of a month, nearly 1000 internet users were asked about podcasting. While 12 per cent of respondents reported that they had downloaded a podcast at some point, only 1 per cent said they had done so within the past 24 hours, suggesting that the few people are regularly downloading.

These figures are fairly similar to those in the UK.Although the statistics are still quite basic, August's Rajar figures showed 14.8 per cent of British adults had downloaded a podcast.