Some recent studies indicate that podcasting is not only growing, but growing up. According to the latest Nielsen//NetRatings, Internet users between the ages of 18 and 24 are nearly twice as likely as the average user to download audio podcasts, but video podcast downloading skews higher - with 25-34 year olds rating the highest.
What's more interesting, is that based on a report from KnowledgeStorm and Universal McCann, 72% of IT and business professionals that responded to the survey reported downloading podcasts on technology topics on more than one occasion. Of those, 32% reported increasing their podcast usage over the past six months. Matt Lohman of KnowlegeStorm said, "This is one of the first surveys focused specifically on the B2B audience and it clearly shows that podcasts, blogs and other new media types are viable mediums for reaching B2B technology buyers."
What's significant is that podcasting is making the shift from pure entertainment value to a more prominent role in business communication and idea-sharing. As more and more business professionals turn to podcasting for their on-the-go informational needs, it seems like a good time to join the trend.