In the latest in our series of analysis of the Technology Poll, we found that of all of the new media tested – satellite radio, Internet streaming, text messaging, video games – the sharpest growth belongs to iPods and similar MP3 players. The iPod (and similar portable devices) has become a pop culture phenomenon, rapidly becoming a dynamic force in the way that music (and other content) is being purchased and consumed.

From the 2005 to 2006 studies, iPod/MP3 ownership has risen sharply, from 21%-35% - which translates to 67% growth year-to-year. No other media activity has shown anywhere near that type of dramatic increase in our study.

Portable mp3 players are impacting Rockers of all types, but now more than half of Alternative fans are carrying these devices around. And nearly half (44%) of 18-34s year-olds in our study fall into this camp.

This phenomenon is not over by a long shot, as all signs point to continued growth, as we predicted in last year’s inaugural Tech Poll. We asked those who haven’t made the purchase yet if they intend to do so in 2006. Nearly half (48%) of those who haven’t bought an iPod/MP3 player say they are very or somewhat likely to take the plunge. Overall, one in ten (12%) indicates strong likelihood to make this purchase.

There’s been considerable debate about how iPod/MP3 ownership impacts radio listening. While our research does not take into account the potential of fatigue over time, there are strong indicators that at least initially, iPods sharply cut into time spent listening to radio.

As the chart below illustrates, about one-fifth of iPod/MP3 player owners say they listen mostly or exclusively to these devices. Four in ten now split their listening between iPods and radio, while over one-third primarily listen to the radio.

As was the case last year, "shuffle" is the primary mode of iPod/MP3 listenership:

Finally, podcasting is having an impact. One-fifth (22%) of those who own an iPod or portable MP3 player say they’ve downloaded/listened to a podcast:

Of this group, nearly two-thirds (64%) subscribe to at least one podcast, and a majority listens to most or all podcasts that come their way.

Jacobs Media’s Technology Web Poll II was conducted in late February, 2006, among more than 25,000 respondents across 79 different Rock-formatted stations. Participating stations represent Mainstream Rock, Classic Rock, and Alternative outlets. Of course, this is a web poll, and cannot replicate all radio listeners or even all Rock radio listeners. As with all Internet-based research projects of this kind, the results reflect only those who chose to participate in the survey, and do not necessarily represent the views of all Rock radio listeners in the country. Still, the 79 radio stations that invited their listeners to take the survey are a broad cross-section of Rock stations, from large and small markets, as well as those that play the newest Rock music and those that play only Classic Rock.