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

Sep 20, 2005, 01:00 ET from Nielsen//NetRatings

    NEW YORK, Sept. 20 /PRNewswire-FirstCall/ -- 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 (see
 Table 1).
     "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
     Table 1: Number of News Web Sites Visited by RSS Users, August 2005 (U.S.,
 Home, Work & School)
      Web User    Average Number of News Web Sites
      RSS User    10.6
      Control     3.4
     Source: Nielsen//NetRatings MegaPanel Custom, September 2005
     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 (see Table 2). This means that sites outside of the top 20
 properties may be among the greatest beneficiaries of RSS.
     Table 2: Number of Visits to Top 20 News Sites by RSS Users, August 2005
 (U.S., Home, Work & School)
      Web User   Visits to Top 20 News Sites   Visits to All Other News Sites
      RSS User   32                            16
      Control    11                             4
     Source: Nielsen//NetRatings MegaPanel Custom, September 2005
     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 (see Table 3). 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.
     Table 3: RSS User Demographic Information, August 2005
      Web User            Male  Online Before  College     $100K+     18-34
                                  '94          Grad+                Years Old
      Aware RSS Users      78%      48%          46%         25%        17%
      Unaware RSS Users    54%      36%          53%         27%        25%
      Non-Users            46%      34%          43%         22%        16%
     Source: Nielsen//NetRatings WebIntercept survey, September 2005
     Note: 2,129 online U.S. panelists responded to the survey fielded in
 August 2005
     About Nielsen//NetRatings
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 research solutions, marketed globally under the Nielsen//NetRatings brand.
 With high quality, technology-driven products and services,
 Nielsen//NetRatings is the global standard for Internet audience measurement
 and premier source for online advertising intelligence, enabling clients to
 make informed business decisions regarding their Internet and digital
 strategies. The Nielsen//NetRatings portfolio includes panel-based and
 site-centric Internet audience measurement services, online advertising
 intelligence, user lifestyle and demographic data, e-commerce and transaction
 metrics, and custom data, research and analysis. For more information, please
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SOURCE Nielsen//NetRatings