Blogs and podcasts may seem to be all the rage, but most of the world has no idea what those words even mean.A survey of British taxi drivers, pub landlords and hairdressers--often seen as barometers of popular trends in the United Kingdom--found that nearly 90 percent had no idea what a podcast is and more than 70 percent had never heard of blogging.
"When I asked the panel whether people were talking about blogging, they thought I meant dogging," Sarah Carter, the planning director at ad firm DDB London, said Tuesday.
Dogging is the phenomenon of watching couples have sex in semi-secluded places such as out-of-town car parks. News of such events are often spread on Web sites or by using mobile phone text messages.
More people (56 percent) understood the phrase "happy slapping"--a teenage craze that involves assaulting people while capturing it on video with their mobile phones--than podcasting (12 percent) or blogging (28 percent).
"Our research not only shows that there is no buzz about blogging and podcasting outside of our media industry bubble, but also that people have no understanding of what the words mean," Carter said. "It's a real wake-up call."
DDB, a unit of New York-based advertising group Omnicom, said the survey results indicate that agencies may be pushing their clients to use new technology--that is, to advertise on the new media formats--too quickly.
"We spend too much time talking to ourselves in this industry, rather than getting out there and finding out what's really going on in the world," DDB chief strategy officer David Hackworthy said.
