RSS users visit news sites more than non-users

A new report from Nielsen//NetRatings says RSS users are significantly more engaged in online news than non-users, visiting an average of 10.6 news sites compared with 3.4 news sites for non-users. RSS users also visit news sites three to four times more frequently than non-users.


RSS Users Visit Three Times as Many News Web Sites as Non-Users, According to Nielsen//NetRatings

Men, Longtime Internet Users Most Likely to Use RSS

NEW YORK - September 20, 2005 - Nielsen//NetRatings, a global leader in Internet media and market research, today reported that RSS users are significantly more engaged in online news than non-users, visiting an average of 10.6 news sites compared with 3.4 news sites for non-users.

"Convenience is the primary reason respondents gave for using RSS feeds," said Jon Gibs, senior research manager, Nielsen//NetRatings. "Once the technology has been adopted, users can easily add new content. This allows news-hungry Web visitors to sample a wide variety of news sources," he continued.

Not only do RSS users visit more news Web sites than non-users, they also visit those sites more frequently. RSS users visited the top 20 news Web sites nearly three times as often as non-users and all other news Web sites four times as often. This means that sites outside of the top 20 properties may be among the greatest beneficiaries of RSS.

Notably, 83 percent of survey respondents who were identified by clickstream data as RSS users were unaware that they were using RSS technology. This can be explained by sites such as MyYahoo!, where users can customize content without knowing anything about the RSS feeds that make that customizing possible.

Among RSS users who understood the technology, 78 percent were male, and 48 percent were longtime Internet users who have been going online since at least 1994. Among unaware RSS users, 54 percent were male and 36 percent were longtime Internet users. These figures were lowest among respondents who did not use RSS feeds, with just 46 percent male and 34 percent longtime Internet users.

"Men tend to be early and aggressive technology adopters, but it may come as a surprise that the youngest Internet users were not the most RSS savvy," said Gibs. "RSS users are particularly focused on breaking news, and trend toward an older demographic," he continued.



2 comments about 'RSS users visit news sites more than non-users'

I do think this is a bit of a chicken-and-egg discussion. When you are a frequent user of news sites, you of course are more often inclined to use RSS-feeds to manage your addiction.

Posted by Fons Tuinstra at September 22, 2005 6:53 AM

RSS feeds combine all your news site headlines into a single search in just a few clicks. It's so convenient to access a multitude of different feeds a few clicks apart. It's obvious this technology is winning because it makes it so much easier for the user.

Posted by thrumeyeeyes at October 23, 2005 6:55 PM

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