92% Of Brand Conversations Are Taking Place Offline

Data crunching Steve Roo-BELL at Micropersuasion writes:

Advertising Age takes a hard look at blogs, podcasting, RSS and other forms of social media and finds that most folks still get their content the old-fashioned way. This extends across all demographics.
They cite the following data points:
* 7% of American adults write blogs and 22% read them (Jupiter)
* About 8% listen to podcasts and 5% use RSS feeds (Jupiter)
* 88% of the at-work audience doesn’t know what RSS is (WorkPlace Print Media)
* 92% of brand conversations were taking place offline (Keller Fay)

Which makes me wonder about the rock star aspect of the Technorati 100. Are you really a rock star if a very small percentage of people know the first thing about you? Maybe you are? I’m asking.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. You’re a long-tail rock star!

  2. Mighty kind of you, Tom.

  3. The more people look into this “amazing”, new online world that’s quickly replacing traditional advertising, the more we realize it’s doing no such thing. So let’s put our cups of KoolAid down, and get back to actually selling stuff, eh? The internet is still more of a toy than a tool when it comes to most marketing needs.

  4. Dave Allen says:

    Well David, two things. One tongue-in-cheek – why do you maintain this blog? Did the Ad Age research include mobile and was it a global study? Oh, and three – re brand conversations taking place offline, well duh! Word of mouth has been there forever.. And four – if brands and marketers actually used the web to its greatest effect they’d be winning online..it’s people-powered and they demand value.

  5. Dave Allen says:

    And wow, I just noticed this is an archived post. No wonder the data are weirdly low..