The survey purports to be the first such on a B to B audience which might in fact be true. Podcasting is still so new that there are a bunch of firsts out there for the taking. What confuses me about it is why it's a B 2 B survey.
While podcasting among b-to-b marketers is still in its infancy, it is becoming more popular. Advertisers such as General Motors Corp., IBM Corp., Microsoft Corp. and Whirl- pool Corp. have tested podcasts, as well as audio advertisements for podcasts produced by business publishers such as CMP Technology, ESPN.com, Forbes.com and IDG.I think this means that the GM, IBM, MS, etc. have either podcasted or produced ads for other podcasts such as CMP Tech and ESPN, etc. I'm not sure I'd count that as business to business because in order for that to be true, it would have to be determined that the end listener is a "business", or more likely a person acting in that capacity. Or maybe I'm missing something.
The only part of the survey that took me by surprise was that 69% of respondents listened to podcasts on their computers rather than on a portable media player. Upon reflection, though, given that the audience is a business audience that makes perfect sense. I listen to somewhere around 15-20 podcasts a week and I don't think I've ever loaded one onto my media player.
I've only scratched the surface of the article. There's lots more interesting stuff in it.