I came across this interesting bit of information in the MarketingVox newsletter. You can read the article in its entirety here.
Despite a growing familiarity with podcasting, only a small percentage of Americans regularly listen to them, according to a ForresterResearch consumer poll, writes AdWeek. Just 1 percent of 5,000 internet users surveyed said they regularly listen to podcasts, and only 2 percent had sampled them, according to the Forrester report (subsc. only). Podcast listeners are more likely to be young, male and tech-savvy. Companies interested in using podcasts should focus not only on downloads but also on streaming audio to get content and ads to consumers, Forrester analyst Charlene Li writes in her blog.