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According to a new CNN/USA Today/Gallup poll, relatively few Americans are familiar with the phenomenon of blogging.

(Via the Center for Media Research; registration required)

Although 75% of the U.S. public uses the Internet, only one in four Americans are either very familiar or somewhat familiar with blogs (the shortened form of the original "Web logs"). More than half, 56%, have no knowledge of them.

According to a December 2004 Gallup Poll, the percentage of Americans getting their news on a daily basis from the mainstream media is 51% for local television news, 44% for local newspapers, 39% for cable news networks, 36% for the nightly broadcast network news, and 21% for radio talk shows. By contrast, only 3% of Americans say they read Internet blogs every day, and just 2% read politics-focused blogs daily.

Blog readers are younger than the population at large. Although 17% of the public is aged 18 to 29, a quarter of all blog readers (those who read even occasionally) are in this age bracket... Gallup finds no gender differences in blog readership, or according to party affiliation. There are slight differences by political outlook, as about a quarter of liberals (24%) say they read blogs at least monthly, compared with 15% of conservatives and 12% of moderates.

More info at Gallup.com (purchase required)

Jennifer Rice is the founder of Mantra Brand Communication. She has extensive experience in brand/marketing strategy, market/customer research, integrated marketing communications and channel support.
Jennifer also writes theWhat's Your Brand Mantra? blog which offers musings on branding, marketing and the ecology of business.