Numbers that undercut the hype

It pays to know your audience, and how they consume information.

The podcasts, RSS feeds and blogs that so engage the daily time and energies of geeks are alien or unknown concepts for most of the U.S. adult population, writes Abbey Klaassen in Advertising Age.

Pew Research Center for the People & the Press surveyed 3,204 adults and found that their online interactions were broad but not deep, she reports. Those who logged on for news spent an average of 32 minutes online daily, significantly less than the time the same group recorded for other media sources — 53 minutes watching TV news, 43 minutes listening to news on the radio and 40 minutes with a newspaper.

According to Jupiter Research, 7% of American adults write blogs and 22% read them; about 8% listen to podcasts and 5% use RSS feeds. A separate study by WorkPlace Print Media shows that 88% of the at-work audience doesn’t even know what RSS is.

Even among the younger 12-17 demographic: While more preteens and teens do flock to the web, according to a study by Frank N. Magid Associates, 69% percent never use social-networking sites, 71% have never posted a comment on a blog and 79% have never written their own blogs (though 15% do so frequently).



2 Responses to Numbers that undercut the hype

  1. John Connell says:

    It’s early days as yet, Paul, I guess, but the figure that stands out for me in your post is “69% percent [of the 12-17 demographic] never use social-networking sites”. That seems anti-intuitive at least in relation to anecdotal evidence, but, if anywhere close to the truth, then that is the one that is likely to shift most dramatically over the next few months and years.

  2. paul says:

    John, I was surprised by some of these figures as well.
    A Magid press release dated 26 July says, “nearly half” of Millennials (people born between 1977 and 1996) “use social-networking sites like…”
    so evidently different measures are being used.

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