Finally, a useful survey about business podcasting

At last, we have a decent survey about business executives using podcasts. Decent meaning it has quantity – more than 4,000 respondents – and quality – those respondents are registered users of a Web service delivering information about technology to decision makers and researchers.

KnowledgeStorm, the Web-based resource for business technologies and applications, and Universal McCann, the integrated communications and creative marketing agency, teamed up to conduct an insightful look at a segment of business podcast users.

The results are highlighted in an article in BtoB magazine (and on its Web site here). Thanks to Matt Lohman, director of market research at KnowledgeStorm; Stacy Malone, VP of interactive media director at Universal McCann; and Doug Kaye, founder of IT Conversations, for being interviewed in today’s podcast.

Albert Maruggi, founder of Provident Partners, discussed some of the highlights of the survey. Would you ever have guessed that 69 percent of respondents listen to podcasts at their desks? Lohman has a thesis for this characteristic he calls the “sampling crowd.”

Malone outlines one of the major opportunities she believes the survey reveals and the void in podcasting today that can be filled by those willing to take the time.

And while podcasting has captured the spotlight and pack journalism coverage during the past year, Doug Kaye’s IT Conversations has built a loyal and intelligent community with its audio discussions and presentations in MP3 format since June of 2003.

Check out our News and Views section for Provident Partners’ action items in response to the results of this survey.