Americans Adults Are Old-fashioned!

According to Jupiter Research, 7% of American adults write blogs and 22% read them; about 8% listen to podcasts and 5% use RSS feeds; only 1% of the country's 210 million mobile-phone subscribers said they choose service providers based on entertainment options.

According to a separate study by WorkPlace Print Media, 88% of the at-work audience doesn't even know what RSS is. And recent data from word-of-mouth research group Keller Fay indicate 92% of brand conversations were taking place offline -- far more than the commonly assumed rate of 80%.

Do all these mean that new technologies are NOT important? NO!

It's important to remember the point of using these new technologies isn't necessarily to reach a mass market, it's however a very tactical element. There's the be-there-first incentive -- the idea that marketers who get in early on digital trends find themselves poised to best exploit the technologies when they do explode --- two, three, four years down the road.