According to the AdAge story, Jupiter says that 5% of American adults use RSS feeds, and WorkPlace Print Media says that 88% of the at-work audience doesn't know what RSS is. I haven't seen their source material, but I think the wrong questions may have been asked. Many people use blogreaders, and subscribe to blog feeds by clicking the Subscribe button, right? Now, where in that last sentence was the term "RSS"? Lots of blog pages, including yours and mine, don't use the term anywhere, for good reason: it's a technical term that end users shouldn't be subjected to. Lack of familiarity with the term may not indicate lack of subscribing. It may indicate some success on the part of those of us who avoid inflicting such terms on a public that shouldn't have to know such jargon. (And it's not even correct, since quite a few feeds use Atom instead of RSS.)