Some 41 percent of business and IT professionals say they have listened to podcasts on more than one occasion, while 13 percent say they frequently download or listen to them, according to a KnowledgeStorm and Universal McCann joint research study on the emerging role of new media, particularly podcasts, on B2B technology purchase decisions. Moreover, 32 percent of survey respondents said their use of podcasts has increased or significantly increased in the last six months, and 65 percent said they listen to podcasts for both personal and business interests.

Some 72 percent of survey respondents said they have downloaded or listened to podcasts on technology topics on more than one occasion; 23 percent said they do so frequently. Also, 57 percent of the frequent podcast listeners said their biggest challenge with podcasts is the scarcity of interesting content.

Nearly 60 percent of respondents said information on business or technology topics currently delivered as whitepapers or analyst reports would be more interesting as podcasts, and 55 percent of respondents said they would be more likely to consume white papers and analyst reports if they were delivered as podcasts.

"This is one of the first surveys focused specifically on the B2B audience and it clearly shows that podcasts, blogs and other new media types are viable mediums for reaching B2B technology buyers," Matt Lohman, director of market research, KnowledgeStorm, said in a statement.

Stacy Malone, vice president, interactive media director, Universal McCann, says "podcasts have moved into the Top 10 most frequently accessed types of online content." She adds, "Podcasts are no longer being used only for pure entertainment value. They are turning into an indispensable, business-critical information tool."