RSS is everywhere, but nobody gives a damn. Or rather, according to Yahoo! and Ipsos outside of the geeky blogger/web content crowds the awareness of RSS by Internet users is low and those who consume RSS are likely to be doing so, quite unawares.
A recent and flattering white paper by Yahoo's Joshua Grossnickle and some folks from Ipsos Insight
, a marketing research group, reports on and summarizes what they've learned from Yahoo's usage data and Ipsos' surveys.Highlights of the findings include:
* Awareness of RSS is quite low among Internet users. 12% of users are aware of RSS, and 4% have knowingly used RSS.
* 27% of Internet users consume RSS syndicated content on personalized start pages (e.g., My Yahoo!, My MSN) without knowing that RSS is the enabling technology.
* 28% of Internet users are aware of podcasting, but only 2% currently subscribe to podcasts.
* Even tech-savvy â€œAware RSS Usersâ€ prefer to access RSS feeds via user-friendly, browser-based experiences (e.g., My Yahoo!, Firefox, My MSN).
* My Yahoo! has the highest awareness and use of any RSS-enabled product.
Rok Hrastnik has done a nice review of the paper entitled Analyzing the New Yahoo RSS Whitepaper for Marketers
. Some less flattering commentary and discussion can be found at the (recently acquired by AOL
) Weblogs, Inc. unofficial yahoo blog
, and the original white paper can be downloaded from Yahoo!