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Situation:
What is the public's reaction to rising gas prices? Umbria,
in conjuction with CNN.com, turned to the blogosphere to find
out.
Solution:
Umbria studied mentions in the blogosphre as gas prices rose
50 cents in the period from March 12 and May 28, 2006. Umbria
found that as gas prices rose, mentions increased by 45 percent.
Male boomers (born between 1946 and 1964) tend to dominate
political discussions, but this was not the case with rising
gas prices. Instead, the conversation was dominated by Gen
Y'ers, (born after 1979), who posted 69 percent of the blogs.
Gen Y'ers alluded to the fact that gas was taking a bigger
cut of their discretionary spending.
Outcome:
As the U.S. goes into an election cycle, political organizations
would do well to keep their ear to the blogosphere.
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