interesting article from the wall street journal a few weeks back on
why people read blogs. the main finding is habit. i personally enjoy
the voyeuristic part and i find it relaxing. it's nice to read about
someone else's life - joys, troubles, insights - and know that you're
not alone. it's like reading a novel in real time. something akin to
watching the hills without the delayed broadcast element that means we
already know that spencer and heidi are going to get back together
regardless of the fact they were on a 'break' in monday's episode.
plus, it's something to do when you're bored.
some tidbits excerpted from the article below, and the full article
here: http://blogs.wsj.com/buzzwatch/2008/04/15/habit-forming-blogs-new-research-into-why-people-read/?mod=WSJBlog
informal poll: why do you read blogs???
Habit-Forming Blogs: New Research Into Why People Read
(4/15/08)
The question of what drives people to read blogs is a big one for
traditional media losing time with their audiences to the Internet and
companies looking to tap the Web for marketing. It's also of more than
passing interest to bloggers themselves (including us here at
Buzzwatch).
One view suggests that, with such a broad smorgasborg of blogs and
posts to choose from, readers will only dine on the most compelling
content. But some researchers who studied a group of blog readers say
one factor may be unappreciated:
Habit.
When University of California at Irvine researchers delved into usage
patterns, they found study participants who labeled their blog-reading
time as "chilling out" and "doing nothing," with one describing his
impulse to read blogs as similar to his cigarette habit. Another
talked about following through on her blog-reading routine even when
she wasn't interested in some of the content.
In other words, when it comes to some blog readers, keeping them may
be much easier than getting them in the first place–a finding that
suggests the importance of good marketing for blogs. The study,
"Exploring the Role of the Reader in the Activity of Blogging," was
presented last week at a conference on human factors in computing.
There are some caveats to the research–most notably, that the study
examined just 15 blog readers. The researchers say their results point
to areas worthy of bigger studies–and note how little academic
research has been done on blog reading.
One interesting finding: the blog readers typically professed little
stress about information overload in trying to keep up with their
favorite blogs. When they got behind on reading posts, they just
skipped the old ones. (Blogs apparently are not like the pile of New
Yorker magazines you intend to get to–someday.)
We asked two of the study's authors, Eric Baumer and Bill Tomlinson,
to answer a few questions. Mr. Baumer is a doctoral candidate at the
University of California at Irvine. Mr. Tomlinson is an assistant
professor there. Here's the interview:
Q: Your study suggests that regular blog readers are reading out of
habit, rather than making content-oriented decisions about whether to
read. Do you think blog reading is becoming more like TV viewing, to
which some people devote hours while complaining that they can't find
anything good to watch?
Mr. Baumer: While blog reading often becomes habitual, that does not
mean it is not about the content. Motivations for reading are highly
multifaceted, and while routine is one motivation, there are many
others, including finding current news, fostering a personal
connection with the blogger, fulfilling social obligations by reading
a friend's blog, entertainment value, etc. While blog reading is often
habitual, that habitual nature interacts with many other varied
motivations.
With respect to the comparison with television, the form of the
habitual activity is different from TV viewing. With few exceptions,
TV limits the viewer to being a mostly passive participant; it is not
a medium that facilitates much audience interaction. On the other
hand, blogs enable interaction in a number of different forms:
comments, email, trackbacks, etc. Thus, while blog reading might in
part be habitual, those habits include interaction and engagement by
the reader in a way not possible with television.
Q. People told you that they don't get stressed out if they're not
up-to-date with their blog reading–which you point out is at odds with
the pervasive notion of information overload. What are the
implications? And does this ring true for you personally?
Mr. Baumer: In the paper, we actually reference a quote that describes
the excessive amount of information available and that people will
soon be completely overwhelmed by it; that quote is from 1613.
Does it ring true personally? Yes. Shortly after I started reading
blogs regularly, I gave up on trying to stay completely up to date, as
it was a futile effort. When I have a chance, I'll skim through titles
and maybe glance at some interesting looking posts, but I'm not trying
to get to everything in my RSS feed reader.
Also, one of the biggest ways I find items of interest is through
other people I know. If another student in our lab or a friend of mine
finds something interesting, they're likely to share it. Lots of
online sites, such as del.icio.us, are built around this idea of
social filtering, but that sort of filtering happens through casual
offline conversations, too.
Q. What are the signs that someone's own reading of blogs has become
habitual? Also, you say that tools to raise self-awareness could be
needed. What might those be, and what problems would they address?
Mr. Baumer: Habits aren't necessarily bad; reading the same blogs in
the same order at the same time every day can help make it easier to
remember which blogs one wants to read.
However, habits aren't necessarily good, either. Habitual reading can
become potentially detrimental when people disengage mentally and
don't think very critically about what they're reading. Many of our
participants were reflective about why they read blogs, but not as
reflective about how or what they read.
In terms of self-awareness, there is an interesting potential for
tools that encourage critical thinking and reflection about what a
person is reading. We want to encourage and enable people to ask
questions about what is being said on the blogs they read, not just by
the words themselves, but between and behind the words. Encouraging
this sort of critical reflection may be an interesting and compelling
way to make blog reading a more engaging experience.
Q. Many bloggers are obsessed with–and depend financially on–the size
of their readership. What do you see as the most important takeaways
from your results to bloggers? How might they be used to improve
blogs?
Mr. Tomlinson: One of the most important lessons for bloggers from the
study is that readers are heterogeneous - they're coming from
different backgrounds, and have different expectations and
motivations. Even among the participants in this study, there was a
wide diversity of perspectives on several key issues.
Being aware of this heterogeneity in their readership can help
bloggers think more carefully about the content they are providing,
and how it will be perceived by their audiences. Blogs as a medium are
highly varied and give rise to a broad range of interactions between
bloggers and readers; understanding a bit more about the dynamics of
these relationships was one of the core goals of this study.