One in five Americans owns an iPod or MP3 player. Born-again Christians account for 40% of the consumer technology market, which includes digital cameras, laptop computers and high-speed Internet access at home, Kinnaman said.

Podcasting joins a media universe in which Christian television, radio and magazines reach more people than attend church, Kinnaman said in a telephone interview from the firm’s office.

“Christian media has a broad and deep penetration in society.”

Kinnaman led a study on household technology reliance that was released in February. Respondents to the telephone survey gave their technology habits and ages as well as their religious affiliation. Barna looked for generational and faith-based patterns.

About 3% of all born-again Christians listen to a podcast regularly, compared with 6% of non-Christians, the survey found. He said about 5% of all adults listen to a podcast regularly and “we expect that to grow in years to come as the purchase of the necessary equipment increases and availability of highly customized content such as religion rises.”

via Religion News Blog