Is the glass half empty of half full? Based on a survey of over 300 U.K. podcast users (conducted by the downloads division of local broadcaster Chrysalis Radio) The Guardian stresses that more than a third of podcast users do not bother to listen to the recordings they download. However, that means two-thirds of users actually listen to what they download—a total much higher than many in the industry expected. Overall, half of podcasts are used on MP3 players and mobile phones, and three quarters of people listen outside the home. A whopping 90 percent said they would consider forwarding audio shows to friends. (Could podcasts be the content lure for some effective viral marketing strategies?) A more detailed breakdown of results is here.

The survey - albeit limited to 300+ listeners - has potentially good news for advertisers. In total 80 percent of respondents report they would be more likely to seek out products and services after hearing about them. (A similar user behavior builds the base for UpSnap’s audio-focused mobile search service, by the way. In this scenario, users find what they’re looking for and can access it free of charge because the content is ad-funded.) Podcast users might not only accept schemes that pair podcasts and relevant advertising; they might act on them and follow through with a purchase.