Podcasts and MP3s offer a ‘massive’ ad opportunity

One in four Britons – or nearly 11 million people – owns at least one MP3 player, iPod or similar device, and a quarter of all UK adult internet users – up to 7.9 million adults – intend to listen to podcasts in the next six months, according to new research.

Steve Cooke, marketing director for research company BMRB, which conducted the research, says: “This represents a massive opportunity for advertisers and media owners alike.” He points to the recent success of Ricky Gervais’ weekly podcast for Guardian Unlimited and Channel 4’s advertising, which is linked to it, as evidence that podcasting is more than just a passing fad.

BMRB’s figures suggest that more than 10% of the UK adult population have downloaded a podcast in the past six months.

Currently, 23% of all UK adults own an MP3 player or similar device. Levels of ownership are higher for males (28%) and those aged 16 to 24 (58%). Apple iPods are owned by 9% of all UK adults (4.2 million).

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