Podcasting is a recent technology that lets users download audio and video files for playback on portable devices, notably Apple's iPod, as well as some high-end mobile phones. For a trend that's only been with us since mid 2005, it's showing almost unbelievable growth.

The latest Nielsen//NetRatings report, released 12 July 2006, puts podcasting into perspective alongside other online activities (these figures apply to the US market only):

• 3.9% - online dating
• 4.0% - podcasting (video)
• 4.8% - blogging
• 6.6% - podcasting (audio)
• 24.6% - job hunting
• 51.6% - paying bills online

These figures have huge implications for online marketers. In particular (and this is also highlighted in the Nielsen//NetRatings report), web users in the 18-24 age bracket are around 2x more likely to download audio podcasts than the average web user. Talk about easy segmentation!