Jacobs Media, which consults for rock radio stations, on Monday revealed that a recent poll showed that not only is iPod ownership on a steep incline, but "podcasting is emerging as a viable content medium." The poll was conducted as a Web survey, with more than 25,000 listeners from 79 rock radio stations responding.

"There's been a lot written and said about how new technology impacts 'old media,'" Jacobs Media President Fred Jacobs said in a press release. "Our findings indicate that 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."

The poll was conducted in 2005 and again this past February. It found that 35% of respondents own an iPod or other type of MP3 player, up from 21% last year, with 44% of 18-to-34-year-olds falling in that category in 2006. Among those who don't own an MP3 player yet, 36% said this year that they are "somewhat likely" to do so this year, while 12% said they were "very likely." Those numbers were up 4% and 1% from last year, respectively.

Among MP3 player owners, 22% said they had downloaded or listened to a podcast, with 64% of them subscribing to at least one podcast. In addition, 22% of MP3 player owners use their devices "mostly or exclusively," while 37% said the same about radio and 40% split their time between radio and their MP3 players.