File this under another swath of surveys.
In new research released today, Arbitron says that about 11% of Americans, or 27 million people, have listened to an audio podcast. Unfortunately, they didn't have any more data, such as how many of these people listen regularly or whether these people just listened onces or twice.
Arbitron also says that after stalling for three years, Internet radio usage is on the rise. Nearly 12% of people in the U.S., or 30 million folks, are weekly Internet radio listeners, up from 8% a year ago.
What's more interesting is that nearly 19% of the 18 to 34 year olds that they surveyed listen to Internet radio weekly. In their presentation (in the bowels of the NY Hilton today), Arbitron made a point of saying that this was significant because media buyers usually say the 20% usage for any media is a tipping point.
Here's the background: The study was a survey, done between January 13 and February 12, of 1,925 people over 12 who are part of Arbitron's group of diary keepers.