16 percent of adult Brits are downloading podcasts

Just as mankind has evolved for centuries, so must their media. And in a world where digital reigns supreme, marketers need to continue developing the vehicles for their messages. In the U.K., one medium — the podcast — seems to be a hit among the masses. The Guardian reports that more than 8 million Britons have downloaded podcasts. That’s 16 percent of the adult U.K. population.