The good folks at Forrester took a survey, and found that only "one percent of online households in North America regularly download and listen to podcasts."

What makes the Forrester report interesting is that it seems to go against the expectations of so many people — including me. We've gotten used to Internet-based technologies taking off and, to some extent, shaping the media agenda.

The rise of MP3s changed the music industry. Blogs changed how we look at and read the news. Viral-video sites such as YouTube mean never missing another funny moment. Sites like Flickr have taken over from the coffee-table album as the way we share our photos.

After all that, we thought podcasting was going to change radio.

Get the full story at USA TODAY