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U.S. Adults Warming Up To Podcasts

More than 6 percent of U.S. adults, or 9 million Web users, have downloaded podcasts in the last 30 days, a research firm said.

While still very young, the medium has made inroads among online adults, Nielesen Analytics said in a report released this week. Fully 38 percent of podcast downloaders said they were listening to less radio.

While the number of users appears small, Nielsen Analytics believed podcasting had established itself among consumers who prefer more control over the media they access.

"This exciting new medium has only just begun to stretch its legs," Larry Gerbrandt, general manager and senior vice president of Nielsen Analytics, said in a statement.

The report is based on a survey of more than 1,700 people in the first quarter of this year. Nielsen found that the most popular podcasts garner as many as 2 million downloads a month, and have attracted mainstream advertising.

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