Digi:nation

In a new piece of research launched today Guardian Newspapers Ltd reveals how the UK population is responding to the digital world - presenting a revealing picture of today's Digi:nation. Andre McGarrigle, Guardian Newspaper's Head of Commercial Planning and Research, said: "The Guardian's Digi:nation research provides a vivid insight into the nation's digital habits. It is essential reading for those seeking to engage with consumers online and make the most of the opportunities offered by the digital world." How Digi-friendly are we? Sixty seven per cent of the UK online population has tried some sort of digital activity, for example reading blogs. downloading music or podcasts. Over half have downloaded music and 8 per cent have downloaded a podcast. User-generated content is gradually becoming mainstream with over a third having read a blog and nearly 10 per cent having created their own, a further 17 per cent have created their own website. Sixty eight per cent of the population is now online (41.1m), and 84 per cent of households with internet access have a broadband connection. Fifty four per cent of the online population downloads music (32.6m) and 43 per cent of online population owns an iPod or MP3 player (26m). Podcasting - Content is king Entertainment genres such as music, comedy and radio shows are the most popular podcasts. Around 8% of the online population, over 3 million people, have downloaded a podcast with a further 11 million people planning to do so in the future. In this group the gender breakdown is 70 per cent male, 30 per cent female.

http://www.guardian.co.uk/pressoffice/pressrelease/story/0,,1933613,00.html