...to podcasts! According to the British Market Research Bureau, a quarter of all adult internet users will listen to a podcast in the next 6 months.
That's like- 8 million people!! Holy RSS feed, Batman!
Naturally, mp3 players are a hit with the younger set (hell my 8 year-old wants one for her bday), and those who have an mp3 player are more likely to download a podcast (kind of a given methinks).
Purchasing music through iTunes isn't all that either... and the younger show less chance of doing that than the older set (which makes sense since the teens most likely would have to swipe Mom's credit card to purchase anything).
Anywho- interesting survey, take a look-see.