The [[portmanteau]] podcasting first appeared shortly after Apple Computer released the iPod and the iTunes store in 2001. Today, 46% of business users listened to at least one podcast last month, while slightly more, 51%, viewed at least one video podcast last month.

On average, 27% expect their consumption of these services to grow, while those with higher consumption levels have even higher expection levels.

Clearly, podcasting is here to stay as a regular component of a business users’ information consumption habits and should be a staple in the marketing communicators’ range of communications vehicles.

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