Awareness of RSS is quite low among Internet users. 12% of users are aware of RSS, and 4% have knowingly used RSS. 27% of Internet users consume RSS syndicated content on personalized start pages (e.g., My Yahoo!, My MSN) without knowing that RSS is the enabling technology. 28% of Internet users are aware of podcasting, but only 2% currently subscribe to podcasts. Even tech-savvy users prefer to access RSS feeds via user-friendly, browser-based experiences (e.g., My Yahoo!, Firefox, My MSN). My Yahoo! has the highest awareness and use of any RSS-enabled product, according to a survey by Ipsos Insight commissioned by Yahoo!