New York, New York – (via THE
HOSTING NEWS) – August 15, 2005 – Nielsen//NetRatings, a global leader in
Internet media and market research, has announced that 11 percent of blog site
visitors who claim to read blogs regularly or occasionally, use RSS (Really
Simple Syndication) to sort through the ever increasing variety of blogs available.
According to a new Nielsen//NetRatings survey, ”Understanding the Blogosphere”,
nearly five percent of blog readers use feed aggregation software and more than
six percent use a feed aggregating web site to monitor RSS feeds from blogs.
Jon Gibs, senior research manager, Nielsen//NetRatings explained, ”While RSS
is an established technology, the growing popularity of blogs has catapulted
RSS into the spotlight as a content personalization tool. 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.”
The majority of respondents to the survey were not familiar with RSS feeds.
Among the other respondents, 23 percent understood RSS but did not use it, while
66 percent either did not understand the technology or had never heard of it.
Use of RSS Feeds, from June 2005
Survey Response: Percent of Respondents
I use feed aggregation software to monitor RSS feeds for blogs: 4.9%
I use a feed aggregating web site to monitor RSS feeds for blogs: 6.4%
I’ve heard of RSS and know what it does but don’t use RSS feeds: 23.0%
I’ve heard of RSS but don’t know what it does: 15.7%
I’ve never heard of RSS before today: 50.0%
Source: Nielsen//NetRatings Understanding the Blogosphere survey, August 2005
Note: 1,000 online U.S. MegaPanelists responded to the survey fielded in June
The top 50 blogging and blog-related sites grew 31 percent to 29.3 million unique
visitors during July 2005 as compared to the beginning of this year, comprising
nearly 20 percent of active Internet users.
Leading the way, MSN Spaces ranked No. 1 in year-to-date unique audience growth
with a 947 percent increase by attracting nearly 3.3 million visitors in July,
compared to more than 300,000 in January. Fark.com and Blogger ranked No. 2
and 3, with 63 percent and 45 percent unique audience growth, respectively.
”While these sites will likely never have the traffic of some of the larger
ad networks, blogs do have a specific role to play in the online advertising
mix. Advertisers should look to blogs as a way to organically grow trends by
leveraging the role of bloggers as peer influencers. By associating their message
with the blog’s image, advertisers can legitimize new trends they are hoping
to promote to a niche audience,” said Gibs.
The ”Understanding the Blogosphere” survey was conducted in June 2005 among
1,000 participants who had previously visited blog sites. A copy of the study
findings is available to Nielsen//NetRatings subscribers via their client services
For more information, please visit http://www.nielsen-netratings.com.