Why You're Reading This

What they found is that reading blogs has become a habit integrated into Internet use for many people, akin to instinctively checking e-mail. Several of the blog readers described it as simply a way to pass the time, using terms like "wasting time" and "doing nothing." One of them described it in terms of addiction: "I don’t really look forward to cigarettes anymore, but it's something that happens through the course of the day that I feel like I might need to do. It just becomes habit, I guess."

Given that attitude, a few of the other findings aren't much of a surprise. For one, the temporal structure of a blog is only important due to the role it plays in where stories appear on screen. People will tend to read the top ones first, and browse deeper only if they have time—if they don't, the deeper stories generally don't get read. A product of this is that few of the blog readers felt their habits contributed to a sense of information overload.

Despite this casual approach to content, blog readers take a number of aspects of the content very seriously. One example of this dichotomy is that a reader that can't be bothered to search for new blogs beyond the ones he currently reads, but still engages in offline activities based on what he's seen in the ones he does read.

One key feature for most users was a sense of community. Even though blogging is an inherently one-to-many activity, most readers felt a personal connection to the author. This could foster the feeling that the reader belonged to the community even in the absence of participation, and led those who did participate via comments to agonize over their content. Only one of the study participants said they enjoyed triggering flame wars; most of the others felt their comments were a form of appreciation for the blog author, and worked hard to make them insightful and cogent.

This produced a distinction between smaller blog communities and popular, news-focused blogs. These didn't produce the same sense of belonging, and readers tended to focus more on their content than their community. That result suggests that the blogging community will always have a long tail, as readers search for smaller places where they can continue to find a sense of connection with the authors.

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