According to eMarketer, the growth of the podcast-user base is being driven by:
- Greater ease of consumption for podcast content
- Growing awareness of podcasting
- Terrestrial radio’s use and promotion of podcasting
- Increased penetration of portable players
- The evolution of smart phones and proliferation of affordable mobile data plans (although the majority of podcasting is currently still being done by PC)
Source: eMarketer Report, 2008
