From today's MarketWatch:
Technology is making it easier to ignore mainstream media advertising. Instead, consumers are using Web logs, mobile messaging, comparison shopping Web sites, and word-of-mouth to make buying decisions, according to Forrester Research Inc.
Date released Tuesday by the firm reported 10% of consumers read blogs at least once a week, compared with 5% a year ago. Really Simple Syndication feeds (RSS) are used by 6%, compared to 2% in 2004.
"Technology has given consumers an option to tune businesses out, and tune each other in," said Chris Charron, a Forrester (FORR: news, chart, profile) vice president, in a statement. "On the flip side, technology has given businesses an opportunity to gain greater customer insights at a lower cost," by monitoring blogs and Web sites and message boards "to uncover consumer insight and accelerate the innovation of products, services, and design," he said.
Heard it from: Micro Persuasion
Footnote: MarketWatch says this research is from Forrester, but I'll be darned if I can find a release or anything on Forrester's site. CBS, are you makin' stuff up again?