OPEN

Want to see how fast podcasting is being adopted by consumers as a new way to listen to radio?
well, today you could take a cold here and now reality check and look at the figures from the US showing that podcast listeners are mainly "tech savvy young males". Or you could think forward a few months…

You could take a look at the confidence of the BBC as it rolls out yet another tranche of shows as podcasts, including one from Terry Wogan, BBC Radio 2’s breakfast presenter.

If you were to profile technology adopters by what they listened to on their way to work, Wogan listeners would surely fit neatly into the "late majority" category, and there are probably a good few laggards.

It will be very, very interesting to see how many of Terry’s "old geezers and girls" download his show.

I’ll repeat my prediction that podcast use in the UK will grow faster than in the US. Why? Because the BBC is promoting it. Simple as that. There’s no equivalent organisation in most other countries with the same influence on media consumption.