• Business Week, Tuesday, November 28, 2006 11:30 AM

Podcasting was supposed to be a revolution in the way we consume radio-like content, but according to the Pew Internet & American Life Project, this revolution is either a nonstarter, or it's taking its sweet time to pick up steam.

A poll of nearly 3,000 adults said that roughly 12% of Internet users have downloaded podcasts. While that number is up 7% from earlier this year, most respondents reported downloading podcasts in order to sample shows, rather than being regular subscribers.

Just 1% of respondents reported downloading podcasts on a particular day. A March report from Forrester Research showed similar results, finding 2% of Web users had tried podcasts, while 1% tune in regularly.

Will podcasting ever hit the mainstream? It depends on who you ask. Those in the business maintain that we're a few years away from podcasting becoming mainstream, but analysts, including Pew report author Mary Madden, are less certain. For some, it will, she says. But at least at this point, those people will be the exception. Unless podcasts can find their way into people's cars for the daily commute, audiences will likely remain small.

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