The recent Forrester Research study, which claims that only 2% of online households in North America use RSS, took the internet marketing world by storm. Does this data really mean that marketers can still afford to ignore this channel?
Soon after the Forrrester study became public, I received a press enquiery asking whether marketers should be interested in RSS now that so few online adults use it.
Is this the correct question to ask? Let’s take a look at the bigger picture …
1. THE FORRESTER STUDY VALIDITY
The Forrester study is just one of those available and cannot be considered as the only relevant study, although it was conducted on a sample of 68,000 households.
Jupiter Research estimates RSS penetration at 12% of the American online population, while the latest report from PEW shows that 9% of the American online population has a good idea of what RSS is. An October 2004 PEW study actually estimated RSS penetration at 5%.
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