This month study by Nielsen//NetRatings showed that 6.6 percent of the U.S. adult online population, or 9.2 million Web users, have recently downloaded an audio podcast. Interestingly, video podcast follows at 4.0 percent or 5.6 million Web users.

The study also revealed demographics data, most visited content and e-commerce sites by Podcast consumers.

Other notable findings for Podcast consumer demographics:

• Podcasting population now on par with those who publish blogs, 4.8 percent and online daters, 3.9 percent.
• Audio podcast consumers were most likely in the range of 18-24, 25-34 and 34-44 of age, in that order.
• Web users between the ages 18 and 24 are nearly twice as likely as the average Web user to download audio podcasts, followed by users in the 25-34 and 35-44 age groups.
• Video podcast consumers were a little older, with 25-34 year olds indexing the highest.
• Web users above the age group 45 were less likely than average to engage in podcasting of either sort.
• Audio and video podcast consumers were over three times as likely as the average Web user to use Apple’s Safari as the primary Internet browser. This is probably due to the popularity of Apple’s iPod and iTunes which are largely responsible for the spread of podcasting.

Note: It is worth mentioning that Nielsen//NetRatings refer to video podcast consumers as video podcasters. I don’t know if this is an unintended mistake of the data really shows the number for audio podcast consumers and publishers of video podcast. But seems like they repeatedly use the term podcasters to refer to consumers later on.

When it comes to top content and e-commerce site visited by podcast audiences, MacWorld ranked No. 1 as the most visited content site. Apple and iTunes are the No. 2 and 3 e-commerce sites visited by audio podcast consumers.

On the other hand, Apple connection is not as clear for video podcasting users, who flock to StarTrek.com and Live365.com as the content and e-commerce sites of choice.

Compared to other more common Internet applications, podcasting is not nearly as popular as viewing and paying bills online, 51.6 percent or online job hunting, 24.6 percent.

Nevertheless, we have seen throughout the years, especially in 2006 that audio podcasting is still growing firmly, while video podcasting follows very closely behind. As with the growth rate, video podcasting changes more significantly than audio podcasting.

Download: Nielsen//NetRatings.
Others: Podcast Statistics.

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