• by Jack Loechner , Staff Writer @mp_research, December 8, 2005

According to a recent release by Bridge Ratings for user growth in the podcast universe, based on interviews with radio listeners in ten national markets, 4.8 million persons (up from 820,000 podcast users in 2004) have at some time during 2005 downloaded a podcast from either a radio station or other source. The study estimates that iTunes was referenced as the most often accessed portal for podcast downloads.

The study notes that two different metrics define the podcast user universe: Weekly users and those that have ever downloaded and listened to a podcast. By 2010 podcast audience growth is expected to reach a conservative 45 million users who will have ever listened to a podcast. Aggressive estimates place this number closer to 75 million by this date.

Currently, approximately 20% of users who have ever downloaded and listened to a podcast do so on a weekly basis. This group downloads an average of six podcasts per week and spends approximately four hours a month listening to the podcasts they download.

By 2010 Podcasts will positively impact radio by boosting tune-in, says the study, since on average less than 20% listen to their podcast downloads on an MP3 player or other digital device.

Projections and summary notations:

• 5 in 300 (1.6%) have ever downloaded a podcast. (5M) in 2005
• 20% download  weekly (1M)
• By 2010, podcast downloaders will reach (median estimate) 60 million, with18 million a week
• Average user downloads 6 podcasts a month
• Average user spends 4 hrs/month on podcasts
• Only 20% currently listen on MP3

Source: Bridgeratings, November 2005

As an interesting addendum, the Bridgeratings included an Early Adoption chart to aid in anticipating innovative acceptance and growth:

• Innovators: 2.3% of population… brave consumers, pulling the change
• Early Adopters: 13.5%… opinion leaders try out new ideas, but carefully
• Early Majority: 34%… thoughtful people, but accept change more quickly than  average
• Late Majority: 34%… skeptical, will use only when the majority are using it.
• Laggards: 16%… traditionalists, will only accept only if the new idea has become mainstream or tradition

For this industry update, please visit here.