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Matt May is a Web accessibility specialist, and has written on the interaction of people and technology since 1995. He keeps his own weblog at, and produces a podcast called Staccato, which features Creative Commons-licensed music.

Alex Williamsblogs, consults and produces unconference style events, where people immerse in DIY media. These are fun occasions, designed for people who want to get together with authors, artists, technologists and leading thinkers to converse, eat, listen to music, write, shoot photos and post podcasts and videoblogs. Alex also works with companies to establish DIY approaches, where writing, photography, voice and video come together to create new conversations and communities. Alex is currently fascinated with digital photography. His girlfriend calls him a Flickrholic. Send Alex a nice message: alexhwilliams at

Nicole Simon loves blogging and podcasting, dashed with an European view. As consultant she helps to facilitate such tools for business purposes or personal publishing empires. She can be found at cruel to be kind and on her private blog Useful Sounds.

Roland Tanglao is a well known podcasting enthusiast and a passionate advocate of blogs, RSS, and social software as a means of online expression for people, organizations and businesses. He is a prominent participant in the blogosphere and online communities and one of the founders of Bryght and as Bryght's Chief Blogging Officer reads hundreds of blogs daily. He graduated from the University of Waterloo, worked at Nortel Networks where he ran its first internal corporate blog, has has been blogging since 1999, and was the first business blogging consultant in Canada.

In the Pipeline: Don't miss Derek Lowe's excellent commentary on drug discovery and the pharma industry in general at In the Pipeline


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April 9, 2006

Forrester study: If 25% are interested I would hurry

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Posted by Nicole Simon

A very controversy topic this week was the publication of a new Link TextForrester research study about the use (or not use) of Podcasting. But the comments left in the Net suggest that many have a different point of view.

Forrester projects that just 700,000 households in the US in 2006 will use podcasting, and that it will grow to 12.3 million households in the US by 2010. (See Forrester's "The Future Of Digital Audio" report). Just to give you some context, we expect MP3 adoption to be almost 11 million households in the US this year, and grow to 34.5 million households by 2010. So that means in four years, about a third of those MP3 owners will be listening to podcasts on those devices. Podcasting will get easier and the content will get better, but it will all take time.
The study (and the thereof following comments and trackbacks) is interesting in two points: It shows how suddenly a well know company can get visible flack about their study but also I was curious to see the limitation of the study to the US market.

Given, most of the interest for this study might come from North American companies, but it is one of the interesting and fascinating parts about podcasting that is is not just that one market but a world wide phenomena.

I also doubt the number of exposure to podcasting - every sold iPod out there is wired to iTunes and this does expose the content of podcasting to every iPod user.

As the study says:

One-quarter of online consumers express interest in podcasts, with most interested in time-shifting existing radio and Internet radio channels.
25% of (again I assume US market) users have expressed an interest in the time shifted aspect. And are getting used to XX on demand, without the boundaries of what today's media brings with them.

My caution is that companies shouldn’t be dashing out to create expensive original content for a small audience – unless they gain value from being seen as innovative.
Yesterday it was only Tivo, and that is mostly offline business. Today, 25% express interest, only 18 months after podcasting started and video casting has not really taken off.

If the whole way changes the way my customers deal with me at all, my advise would be to start *very* soon with going where there are going. Because all it takes for those 25% interested persons to go into regular listeners of podcasts is to find a topic of interest to them.

Comments (5) + TrackBacks (1) | Category: News and Commentary


1. Ken Carroll on April 15, 2006 4:20 AM writes...


I predicted some months ago here that language education would play a significant role in the development of podcasting. Since then we've had 3 million lesson downloads. Charlene Li mentione us in that controversial blog post as a great use of podcasting. Meanwhile, today, we had this glowing review at

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2. Sage on May 15, 2006 11:48 AM writes...

The projected growth seems natural enough given a new means of transmitting audio/video content; not really surprising at all.

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3. Albert Maruggi on May 28, 2006 6:01 AM writes...

Nicole you are right on the mark about the reaction to the Forrester Podcast Have Hit the Mainstream... article.

The fact is if I want to innovate, I can't follow the numbers. By definition that's call jumping on the bandwagon. The Forrester report also misses the concept of quality vs. quantity. To their defense, perhaps that was not the intent and so it's a “to be continued” topic. However, my experience is I have too much anecdotal evidence of listeners among business to business audiences, and too much positive usage with podcasts being an innovative sales tool not to continue to recommend to my clients.

All the best,

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4. Rock on May 31, 2006 3:00 AM writes...

We are curious to see the limitation of the study to the US market.

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5. lidy on November 13, 2010 2:45 AM writes...

very good


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Listed below are links to weblogs that reference Forrester study: If 25% are interested I would hurry:

I found Forester Research,which just released new data on Podcasting, via Corante The report is summarized by; Podcasts have hit the mainstream consciousness but have not yet seen widespread use. One-quarter of online consumers express interest in podc... [Read More]

Tracked on April 14, 2006 12:08 AM


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