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Quote:But a survey of consumers in the second quarter of this year shows only 11% currently use an RSS feed—up from 2% three years ago—and that only a third of those access the RSS feed daily. Users tend to be young, male and tech-savvy. Of the 89% who do not use RSS, only 17% say they are interested in the technology. Many of the rest say they don’t understand it or see how it would benefit them.

Marketers should try to interest consumers in RSS by calling it something consumers can understand, such as “information at your fingertips” or “updates on your time,” Katz says. They should also emphasize that consumers can specify the content they want and read it—or not—at their convenience...