CNN's audience is increasingly engaging with digital media, Brand Republic reported Wednesday. The audience was found to watch 74 percent more recorded TV, read 70 percent more online magazines, listen 33 percent more to Internet radio and download 18 percent more podcasts than average users.

According to Brand Republic, a Synovate study discovered that CNN's viewers were made up of “early adopters” and “frequent” mobile device users, who were considered to be more likely to own digital cameras (87 percent); iPods or similar MP3 players (35 percent); PDAs or “palm-top computers” (17 percent); Smartphone, BlackBerrys or iPhones (16 percent); portable media video players (12 percent) and “hand-held game consoles” (9 percent).

The report also found that CNN's audience was 13 percent more likely to engage in social networking, with 38 percent of users being members of Web sites like Facebook or Myspace. Furthermore, 44 percent upload content to the Web, Brand Republic reported.

TV viewership still remains popular, the study showed, with users watching nearly 11 hours of TV weekly. Forty-one percent watch a minimum of 10 hours of TV per week. However, radio may be less popular than TV amongst CNN's audience, who listen only to about eight hours weekly.

CNN viewers prefer to see news reports and business-oriented content (85 percent) as opposed to movies, soap operas and sports. News Web sites, meanwhile, seem to be the most popular online destination, as nearly 64 percent visit them regularly.

Brand Republic reported that CNN is venturing into digital media. For example, in 2007 it established a digital production division in London and began to expand to Web sites like YouTube and Daily Motion.