Nielsen/NetRatings reports that 6.6% of adult online users, or 9.2 million web users have downloaded audio podcasts in last 30 days, while 4.0%, or 5.6 million web users have downloaded video podcasts.

This is comparable to the 4.8% who have published blogs. Back in January 2005 Pew Internet Project reported that 27% of internet users (about 32 million users at that time) said they read blogs (and 9% indicated they read political blogs “frequently”).

Not surprisingly, web users under age 35 significantly “over-index” on podcast usage. And about half of blog creators and readers are under 30 in age. So if your target online fundraising or activist audience skews toward the young, perhaps it's time to try these growing media.

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