Of the Microsoft employees who read weblogs, only 15% read them in a news aggregator.
Scoble quotes that statistic in wondering why more people don't use RSS aggregators to read content. I know the study he's talking about and I spent some time talking to the researcher who did it while I was at Tech Fest. I told her why for a long time I was in that 85%.
I started writing this blog more then a year ago, but only last month started reading blogs in RSS. In general I'm an early adopter, so it wasn't so much that I needed to get over some kind of crazy adoption hump, it was more that I hadn't really delved into the Blog world yet. I read my news online, but was happy with the way I did that, and the only blogs I read were those of three or four personal friends. I viewed blogs as a way to keep up with what my friends were doing and thinking. The time saving of an aggregator is pretty marginal when you're only talking about a few sites.
The key for me was when I started thinking about reading more and wider blogs. I'm not exactly sure what led me into it, but I think I just ended up with a couple of links to random blog posts. When I get linked to a specific blog post on a new site I usually go out and read some of the other posts, kind of like an informal quality sample. Through this I found a couple that were interesting, and figured I'd add them to my list. My breaking point was about 8 blogs that I was checking on a daily basis. That was when I started seriously thinking about an aggregator. This was a simple process for me, I figured the one Scoble was using for his 1300+ blogs would work fine for me (for the record it's Bloglines, and does in fact work great - but I haven't sampled the competition to see if there's better.)
But now because it's so easy to add feeds the number of blogs I read has ballooned immensely. I'm acutely aware that I spend far more time reading blogs now with an aggregator then I did before the old fashioned way. Of course, I'm also digesting significantly more content (and yes, I have a far higher content/time ratio now too.) This is much like my TiVo, I now spend more time watching TV then I used to, but I get more and better content out of it because I can be selective and efficient with the content I watch.
I hear a lot of people talking about using RSS for news feeds. I tried this, subscribing to some of the yahoo and NY Times news feeds. But I really, really didn't like it. There was a ton of noise, and you have to go to the main site to read the article anyway (since they only put a summary or the first paragraph in the feed.) I've found I'm much happier just doing it my old way: twice a day I go to the websites for the NY Times, Seattle Times, and Google News. I browse the headlines and read stories that are interesting to me. Maybe I'll eventually convert over to using RSS for news, but it hasn't been appealing to me yet. Am I missing something important about this?
So really, I think the key to convincing people to use aggregators is not how much time they can save over reading blogs by hand. It's more convincing people there is enough content out on blogs they really want to read to justify learning and using a new tool. I have lots of friends at work who occasionally read my blog and a couple others, but they don't have a need for an aggregator with the content they read today. I think the real challenge of the blogging community is to convince everyone else we're writing high quality and interesting stuff (no picking on the shaky premise, that's low hanging fruit.) There's a stereotype that blogs are just online "what I did today" journals, which are deservedly not interesting to most people. But there are other types of blogs out there, blogs that have good interesting content even if you don't know the author. To get people to use aggregators you have to sell them on those blogs. In my case about 8 of them, but I'm sure that number is a sliding scale.
The trick is to get people really interested in blogs. Once they're over that hump they'll search out an aggregation tool when they need one. People are smart like that. A lot of the posts in this discussion give me the feeling that people have forgotten that lots of blog readers only casually read a couple blogs every now and then. An aggregator doesn't solve a problem for them, which is why they don't use one. Let's get them excited about blogs, show our value, and give them a reason to need an aggregator.