Podcasts - useful Online Marketing tool or not?

March 23rd, 2007

According to a recent report by the British Market Research Bureau (BMRB), only 19% of adult internet users have downloaded a podcast in the last six months (this is a rise of only 2% on the 2006 figure), this despite a surge in use of podcasts over the last year.

The study also stated that for those users who had ever downloaded a podcast, 72% weren’t interested in them, 38% didnt fully understand them and 18% wanted to know how to download them first.

Such figures, I feel do reflect the public perception of Podcasts/Vodcasts with many directly associating them directly with i-pods, which may in itself be reflected in the above figures. Whilst such technology is useful in tech-savvy environments, whether podcasting is suitable for mainstream marketing at this point is certainly up for debate.

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