Interesting article over at Podcasting News showing the growth in iTunes consumers, their affluence and why they are of such a great interest to advertisers.

Research Highlights:

• Males 63 percent/females 37 percent.
• 18-24 year olds represented 29 percent of the audience and very active podcast consumers.
• 35-54 year olds represented half the audience and were active podcast consumers. 

In the last 12 months we have had about 100,000 people listen to our own and our clients podcasts (mix of audio and video)

What we have found is that 75% of consumers choose the 'play now' option and 25% use RSS feeds. Where we offer feeds via iTunes it is only used by 10% of the audience.

For us we will continue to work with clients and offer feeds in multiple formats.

Talking to consumers we do see a growing interest in in 'smart phone' and mobile content delivery. The challenge for all content producers is to design the programme delivery to suit all platforms.