The results of a new study about blogging behavior were released last week. According to the study, a surprisingly small eight percent of us have our own blog, but "8 out of 10 Americans know what a blog is and almost half have visited blogs." Nonetheless, progress is progress. The study, conducted by Synovate/Marketing Daily, surveyed 1,000 Americans and demonstrates blogging has entered the mainstream. (Tell us something we don't know, right?) 46 percent of blog readers say that they visit the same blogs regularly, while 54 percent visit new and different ones. Researchers liken the awareness and usage of blogs to age, with young people being more active. The results show that "nearly 90 percent of those aged 25 to 34 know what a blog is, compared to just 65 percent of those aged 65 and over." Women are also more likely to blog and visit blogs than men, with 20 percent of American females having their own only versus 14 percent of men. Not surprising, if you've been keeping up. But blogs aren't just for the masses. Advertisers like them too, as indicated by the study, which reported that "43 percent of blog visitors indicated that they had noticed advertisements on blog websites, rising to 61 percent among those aged 18 to 24." One-third of consumers have clicked on an ad while reading a blog. Perhaps more interesting than who is reading blogs are the reasons for reading blogs. Amusement tops the list, with almost half of those surveyed saying "it's because they find blogs entertaining," while another 26 percent read them to learn about specific hobbies or other areas of interest. Incidentally, only 15 percent of blog readers say the read blogs for news. So this is good. More people know about blogs and are reading more of them, even if most still don't blog themselves. But given the collaborative nature of blogging, the more blogs are read for the opinions expressed in them, the more readers are likely to respond with their own.