According to a report in BtoB, which calls itself “the magazine for marketing strategists,” podcasting is becoming more popular in the business community. BtoB says that research firm KnowledgeStorm and ad agency Universal McCann have reported in their survey of 4,000 B2B buyers that the use of podcasts is growing. Specifically, and I quote:
According to the KnowledgeStorm/Universal McCann survey, which was conducted in June , 32% of the respondents said their usage of podcasts has “increased” or “significantly increased” in the last six months. Overall, 41% of respondents said they had listened to podcasts on more than one occasion, while 13% said they “frequently” downloaded them. Yet there are still many b-to-b users unfamiliar with podcasts: 34% said they have “never used” one.
BtoB also says that survey respondents prefer short podcasts (less than five minutes) and usually listen at their desks and not with a portable device.
I tried to get my hands on the KnowledgeStorm report, but wasn’t able to download it as promised from their Web site. And they did not reply to my email. Not nice.
My own experience matches the survey results. More and more of the corporate people I deal with are expressing an interest in podcasts. Even if they’re not yet ready to launch one, they do want to know what it’s all about. And that’s music to my earbuds.