In yet another batch of RSS research, Nielsen/NetRatings reports that RSS users are significantly more engaged in online news than non-users, visiting an
average of 10.6 news sites compared with 3.4 news sites for non-users.

Other interesting findings include …

a] RSS users visit news sites more frequently than non-users, meaning they are in fact more loyal. To continue this line of thought, implementing RSS and converting visitors to RSS subscriptions will ensure greater reader loyalty, as well as additional impressions.

“RSS users visited the top 20 news Web sites nearly three times as often as non-users and all other news Web sites four times as often (see Table 2). This means that sites outside of the top 20 properties may be among the greatest beneficiaries of RSS.”

More at the RSS Marketing Diary