Forrester Research recently looked at how young adults use the Internet. One of the key points was Gen Yers (age 18 - 26) wide readership of blogs. 24% report that they read blogs.
If you are a B2B marketer these young adults may not be your market, yet. However they will be soon as they enter the workforce and become involved in purchasing decisions.
Even if you are not ready to reach them through a corporate blog, at the very least you should be monitoring the blogosphere.