Data from iResearch¡¯s iUserTracker (iUT) up to the minute show that, the effective site view duration% (ESVD%) by month for podcast site had an impressive growth in 9-12/2006, but the literatures and news sites decreased.

The ESVD% by month of literature site had been down 1.32% during 9-12/2006, from the first place to the second of the rank for China website. Specially since Oct., it kept going down for consecutive 3 months. On the contrary, the podcast ESVD remained going straight up at the same time from 0.78% in Sep. to 1.33% in Dec..

As so far, there is no long-playing leader in this market, in terms of iUT data, users on 22+ sites has been more than 1MM people but most of them still not possess their fixed consume group, that is, the effective duration time (EDT) of users is still low, and the podcast market is at its early stage.

iResearch believe, users demand for podcast service will be more and more with the higher and higher EDT value. The development perspective is worth to be expected.