While the blog is growing faster than Kirstie Alley at a Chinese buffet, RSS awareness is still has reach a level more on par with Kate Moss. But it is growing, according to the latest Nieslon/NetRatings report.
The “Understanding the Blogosphere” survey said that only 11 percent of Web log readers use RSS (Really Simple Syndication) to sift through the torrent of blogs available. Five percent of blog readers use feed aggregation software while the remaining six percent use a feed aggregating Web site to keep up with blog content.
“While RSS is an established technology, the growing popularity of blogs has catapulted RSS into the spotlight as a content personalization tool,” said Jon Gibs, senior research manager, Nielsen//NetRatings
“RSS feeds deliver relevant posts quickly, in a customizable, easy to manage format. These types of services provide marketers with an additional avenue to tap a captive audience for time-critical offers. Since the customers themselves pick the content they will receive, advertisers are able to deliver their message within a context they know will engage their target audience,” he continued.
As RSS becomes better known, it is thought to be the next targeted advertising darling, allowing focused, relevant content based ads to be fed alongside blogs, reaching precisely the audience that is wanted. In addition, the demographics of blog readers is especially attractive.
Currently, however, the vast majority of Internet browsers are unaware of the very existence of RSS. Half of those surveyed for the Nielson report had never heard of RSS until they were asked about it. Fifteen percent had caught wind of the new technology but didn’t know what it was for. But nearly a quarter of those who knew and understood RSS didn’t use RSS feeds.
