If you're only going to read one sentence of this post and have the remotest interest in RSS, then take this away with you: the number of RSS users in the UK and US is now at a staggering 72.8 million...worldwide this is 275 million (see estimate details below).
Various research studies relating to RSS awareness and usage data have varied quite a bit over the last couple of years. The latest numbers provided through a study sponsored by Yahoo (PDF) lends a little further weight to a couple of views and data points I've shared before around RSS.
(thanks to Tommy Williams
for the ping on the study. To everybody else: I should point out this
is a US study, so not necessarily representative of the global internet
population as whole - remember folks, there is a world outside the good ol' US of A!).
So, on to the data...
The first Yahoo study data point (PDF) that stands out for me:
• Awareness of RSS is quite low among Internet users. 12% of users are aware of RSS, and 4% have knowingly used RSS.
Source: Yahoo (PDF)
These numbers are on the higher side of others I've seen - the highest survey data for usage I've seen has been 12% - this Yahoo data is saying awareness
is as 12%. (Either the awareness number has grown dramatically in
last 3-6 months or the methodology of the various research studies
accounts for this jump. Probably a bit of both). This is a significant
The next data is killer:
of Internet users consume RSS syndicated content on personalized start
pages (e.g., My Yahoo!, My MSN) without knowing that RSS is the
This usage number (total of 31%) is around three times the highest RSS use data I've seen from other reports.
The average of three major studies puts RSS usage at around 8.5%, but
these were users who say they were aware they were using RSS. The
jump (from 8.5% to 31%!) comes from sourcing new data - RSS usage by
users who are unaware that they are using RSS. This is big deal
Source: Yahoo (PDF)
How many RSS users?
Some context: in 1997 the total number internet users, worldwide, was 76m. According to Yahoo's latest study (PDF), I've estimated the number of RSS users in the UK and US is at a staggering 72.8 million (includes
users who don't realise they using RSS and those who do (total is
31%). This is over three times my previous estimate. I've updated the numbers I crunched in June and published here:
My estimate table notes:
Numbers in millions.
Based on numbers I crunched in June
UK & US users of RSS
is at 72.8m...UK has a similar internet use profile to US and since I'm
from the UK and living in the US I wanted to include both :-).
Worldwide users of RSS is
at 275m - my confidence in these ww RSS numbers starts to
drop here compared to the UK & US numbers as I don't have
equivalent Yahoo ww RSS data at hand, but I think it gives a useful
indicator as to to where we are at with RSS adoption globally.
Ubiquitous RSS is almost upon us.
- Scott Gatz of Yahoo's RSS and personalization team collates other reactions to the Yahoo research data and my conclusions:
"Staggering if you think about it that way. Dunno if it holds up, but
the logic makes sense. This is big and only getting bigger. And Alex
makes the great point that this research is US only and that we really
need data outside the US (My Yahoo! RSS is already in over 15
countries, but the data doesn’t cover that)"
- Kevin O'Keefe also sees the significance of the number of RSS users that don't know are RSS users:
"When I read Yahoo's survey I was struck by the same figure, that
being that 27% of all Internet users were using RSS without knowing it.
Thinking it was too high I concluded that it was just 27% of the 6 to
10% of net users I understood to be using RSS. But I'm not sure how you
ask someone how they use RSS if they do not know what it is. Make any
sense? Maybe Alex is on to something.
Follow up: ZDNet is supporting Alex's interpretation that 27% of Internet users are using RSS."