Digi:Nation stats and figures.

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. 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. Of those who have downloaded a podcast most, 61 per cent, listen to them at home. Thirty-eight per cent listen on their PCs and 46 per cent on their iPods/MP3 players. Paid for podcasting is unpopular, 71 per cent said they would not pay to download; however the remaining 29 per cent said they would pay up to a £1. This is well on its way to reaching the mass market with 54% of the online population downloading music. Barriers preventing the remaining 46% from downloading are lack of knowledge, knowing which sites to use and not owning an MP3 player. The top two sites for downloading music are iTunes and Limewire, and half of music downloaders do not pay for any music that they download. However, 46% of music downloaders say that they spend the same amount on non-digital formats than they did before they started downloading, and 21% say that they actually spend more. Forty three per cent of music downloaders say that free downloads have encouraged them to buy more music than they did; only 35% believe that illegal downloading or file sharing is wrong. Our digital profile The research also identifies five digital profiles based on our degree of digital adoption.