How often are blogs really read?

With all the hoopla surrounding bloggers in the general media -- particularly national in political circles -- I keep assuming most people who use the Internet also use blogs. But as I travel around the country, I find when I mention blogs most people look at me blankly as if I have suggested a Greek formula.

I've concluded the word "blogs" is one of those techy-sounding words used by mainstream media that assumes everyone understands what's being talked about. So as most Americans hear references to blogs, they probably know it is something to do with the Web, but don't want to admit they don't know what it is or how it could benefit their lives.

In a recent workshop with PR consultants describing the effective use of blogs, I was asked who reads and writes blogs. 

Search on the Internet for the answer to that statistic and you’ll find the pro-blogging sites suggest that as many as 77% of Internet viewers read a blog. In fact, according to Pew, the number of viewers reading current event blogs was little changed in 2012 from the results of a 2005 study when 27% of all Internet users said they read blogs. The 2012 study said 17% of people who said they were 40 to 49 years old read blogs while 45% of Americans said they never read blogs. Here's hoping you are not one of the 45%!