Podcasting is not attracting users, despite consumer awareness of the new form of content delivery, finds a new study by Forrester Research (as reported by Usability News).
The research and analysis company found that while a quarter of all online consumers have expressed interest, only 1% of US households downloads and listens to podcast content.
Charlene Li, a principal analyst at Forrester, warned that companies should should not heavily invest in the technology at this point: ‘Companies should not be dashing out to create expensive original content for a small audience unless they gain value from being seen as innovative.’