OK, so it's not as routine as brushing your teeth or grabbing that grande Starbucks, but a new Pew Internet & American Life Project reports that nearly one-fifth of American Internet users have downloaded a podcast. As we saw in Tech Poll IV, the percentage of podcasters continues to rise.
Yet, podcasting is only a daily routine for 17% of these respondents, and is more common to men, those under 50, and experienced Internet users. That describes a lot of the guys listening to Rock stations, underscoring the great potential for brand extension, revenue generation, and virally spreading programming around the Internet.
And now, Arbitron is crediting podcasts (that have already aired) in PPM, so there are ratings advantages, too. We know the importance of on-demand in the digital landscape, and podcasting is radio's way of participating.
If your station is giving your audience a chance to time shift and listen to your programming at their convenience, keep it up. And if you're still wondering what podcasting is all about, take a visit to iTunes, fire up your iPod, and get going.