In the world of ever-proliferating digital platforms, the iPod is still king, and that is not going to change anytime soon.

In the world of rock music, more and more radio listeners own an iPod or a similar MP3 player, and if they do not own one yet, they intend to get one soon, according to Jacobs Media’s Technology Web Poll II. The Web-based study, conducted in late February, polled over 25,000 respondents from 79 rock stations across the country, concluding that, of all new media–satellite radio, Internet streaming, text messaging, video games–iPods and other MP3 music players have seen the most explosive growth.

“There’s been a lot written and said about how new technology impacts ‘old media,’” Jacobs Media president Fred Jacobs comments. “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.”

From the 2005 to 2006 studies, ownership of iPods or other portable MP3 players has increased sharply from 21% to 35%, which translates to 67% growth year-to-year, according to the Web poll. No other media has seen that type of explosive growth.

Rock music fans are enjoying their music on-the-go. More than 50% of all alternative rock fans are now carrying around iPods or MP3 players, with 44% of 18-34 year-olds falling into this camp, and many rock fans who do not own an iPod or MP3 player intend to purchase one this year: among the listeners surveyed, 48% say they are likely to take the plunge, while 12% indicate a strong inclination to do so.

It seems that, at least initially, increasing iPod ownership can cut into time spent listening to radio: 20% of the participants listen mostly or exclusively to their portable music players; roughly 40% split their listening between iPod and radio, while over one-third primarily listens to radio.

Meanwhile, podcasting is starting to have an impact. 22% of those who own an iPod or portable MP3 players say they have downloaded or listened to podcasts, and 64% already subscribe to at least one podcast, accroding to Jacobs Media.

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