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Digital Parents Survey - This is Who We Are
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Digital Parents Survey - This is Who We Are

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    Digital Parents Survey - This is Who We Are Digital Parents Survey - This is Who We Are Presentation Transcript

    • This is Who We Are_______________________________ Digital Parents Survey - October 2011 Copyright 2011 Digital Parents. All rights reserved. 1
    • Executive SummaryParent bloggers are an important part of the online blogging community. They blogin a unique way; the sense of community is enormous and their influence within andbeyond the blogosphere is becoming increasingly noticed. Copyright 2011 Digital Parents. All rights reserved. 2
    • Aim of the StudyThe aim of this survey was to gain an in-depth understanding of the AustralianParent Blogging Community, to map the influence of blogs and bloggers, to helpmatch brands with bloggers, and to understand a vibrant blogging community. Copyright 2011 Digital Parents. All rights reserved. 3
    • The SurveyDigital Parents and Parent Wellbeing conducted the survey. Digital Parents, foundedby Brenda Gaddi, is an online community where Australian Mum and ParentBloggers get together online to swap ideas and share stories. Parent Wellbeing,created by Jodie Benveniste, is a parenting website that helps parents to worry lessand enjoy parenting more.The online survey was conducted in October 2011 over a two week period. Thesurvey was created and sent to over 1,700 Digital Parents members from theDigital Parents website http://digitalparents.com.au, and 237 parents responded tothe survey. Data was then analysed by Porzia de Cesare of Parent Wellbeing usingonline software Survey Monkey. Copyright 2011 Digital Parents. All rights reserved. 4
    • Main Findings• Mums make up the majority of parent bloggers (98%). The majority are aged between 28 to 46 (85%), and are stay at home (59%) rather than working parents (41%).• Bloggers are highly personal and honest. The majority write about home life and parenting topics and use a conversational writing style (89%).• Seventy-one percent of parent bloggers have the goal to be an expert blogger or to make money from blogging. Blogging is seen to have a positive impact on their lives (92%), even though it is challenging at times.• Parent bloggers are a highly interactive bunch. They tend to follow topics relevant to them and similar to what they like to blog about. A strong sense of community (96%) is common amongst bloggers and connecting with other bloggers is highly valued. Copyright 2011 Digital Parents. All rights reserved. 5
    • • The bloggers surveyed preferred giveaways (86%) and product reviews (68%) over other marketing initiatives. When working with brands, the bloggers cited relevancy to own blog (97%) and clear communication (75%) as most important. Many bloggers have not yet been approached by brands (58%) or have not yet approached brand names themselves (69%).• The majority of bloggers believe that they can influence readers to purchase an item recommended by them on their blog (78%). Blogs are seen as a better source of information than traditional media (83%) and influential in purchasing decisions (98%) with trusting a blogger (72%) and similarity with the blogger (62%) as important factors.• Parents who blog do so with immense self-expression. When they do find the time to blog they do so by networking with a community of other receptive, interactive and supportive parent bloggers. Not only do they find community important but are aware of the influence blogs have within and beyond the blogosphere. Copyright 2011 Digital Parents. All rights reserved. 6
    • The FindingsWho are we?The Digital Parents community is primarily made up of women (98%), aged between28 and 46 years (85%). The majority have a university degree (61%) and a familyincome per annum over $70,000 (64%). Stay at home parents are the majority(59%), however, many are working parents as well (41%). Copyright 2011 Digital Parents. All rights reserved. 7
    • The majority of bloggers surveyed have 2 children (45%) with others having 3 ormore children (35%). Most of the bloggers’ children are between the ages of 2-4(preschool kids) (61%) and between the ages of 5-12 (59%). Parents with children18 years and above are rarer (5.5%). Most of the Digital Parents bloggers aremarried (80%) and living in urban Australia (80%). Copyright 2011 Digital Parents. All rights reserved. 8
    • How do we blog?Most parent bloggers have been blogging for less than 2 years (70%) and currentlyfocus on one blog (62%), with 57% never having discontinued a blog.Popular blogging topics include home life (83%), Parenting (83%), Food and Cooking(50%) and Health and Wellbeing (38%). Further topics include books, places to visit,travel, fashion and beauty, blogging, news and politics, entertainment and celebrities,personal life events, disease and disability, hobbies, religion and technology.Bloggers tend to write about personal stories (96%), product reviews (52%),opinion pieces (51%) and how-to articles (48%). Other common content includeslinks, top tips, guest posts, interviews, reader questions, research updates, news butalso creative writing and interactive activities.Most bloggers write using a conversational style (89%), with some using terms suchas ‘honest’, ‘real’, ‘personal’ and ‘raw’. Copyright 2011 Digital Parents. All rights reserved. 9
    • Copyright 2011 Digital Parents. All rights reserved. 10
    • Copyright 2011 Digital Parents. All rights reserved. 11
    • Most bloggers post 3-5 times a week (40%), however not regularly on the same days of theweek (60%).The majority of bloggers either want to become an expert at blogging (29%) or have a goal tomake a career or money out of blogging (42%). Copyright 2011 Digital Parents. All rights reserved. 12
    • An astonishing 92% of bloggers say blogging has had a positive impact on their lives. The ability to beself-expressive, being apart of a supportive, interactive and receptive community, gaining knowledgeand new experiences are common rewards. Copyright 2011 Digital Parents. All rights reserved. 13
    • It is not surprising that limited time is an immense challenge amongst bloggers. Bloggers saythat balancing blogging with family, work, promoting their blog and interacting with otherbloggers are the most significant challenges. Consistent blogging, writing unique and relevantposts, promoting their blog (and gaining readership) and keeping up with social media arealso challenging. Copyright 2011 Digital Parents. All rights reserved. 14
    • Community, Community, Community!A large 99% of bloggers participate in the wider blogosphere by reading, following orcommenting on blogs other than their own. They do this on a daily (68%) and regular (95%)basis. Bloggers follow as little as 2 or 3 blogs up to a 1,000 blogs!Bloggers tend to engage with other blogs for socializing (83%) and for sharing stories(79%). Gaining advice (65%), entertainment (60%) and sharing opinions (57%) are alsocommon reasons to network with and support other bloggers. These bloggers are onlinesocialisers, they are supportive of their community, personal and engaging. Copyright 2011 Digital Parents. All rights reserved. 15
    • Copyright 2011 Digital Parents. All rights reserved. 16
    • A sense of community is common amongst bloggers (96%), with 81% considering other bloggers theyknow to be friends. Ninety-three percent are somewhat to extremely satisfied with the bloggingcommunity. The ‘supportive community’, ‘connecting/interacting with others’, ‘meeting interestingpeople’, ‘making friends’ and ‘encouraging others’ are stated as the many rewards of blogging. Copyright 2011 Digital Parents. All rights reserved. 17
    • Copyright 2011 Digital Parents. All rights reserved. 18
    • Blogger and MarketingAdvertisingForty-four percent of bloggers say they like advertising on blogs, with 45% currently usingadvertising on their own blogs and a further 22% aren’t using advertising currently, butwould like to. Copyright 2011 Digital Parents. All rights reserved. 19
    • Sponsored PostsA slightly smaller proportion like sponsored posts (39%). Many never use them (26%), but alarge proportion would like to include sponsored posts on their blogs (42%). Copyright 2011 Digital Parents. All rights reserved. 20
    • Product ReviewsProduct reviews are a favourite (68%) amongst the bloggers. They are rarely used by 30% ofbloggers, but a further 27% don’t use them but would like to. Copyright 2011 Digital Parents. All rights reserved. 21
    • GiveawaysGiveaways are popular amongst bloggers (86%), however 33% rarely include giveaways ontheir blogs and 33% don’t but would like to. Ninety-three percent have entered a giveawayon a blog. Copyright 2011 Digital Parents. All rights reserved. 22
    • Brand AmbassadorsNinety-four percent of bloggers are currently not an ambassador for a brand, but a largeproportion of bloggers would like to (62%) and a further 32% have never thought about it.Fifty-eight percent of bloggers have never been approached by a brand to write for them,do product reviews or giveaways. An even greater number have never approached a brandthemselves (69%). Copyright 2011 Digital Parents. All rights reserved. 23
    • In working with brands, bloggers said that relevancy to their blog is most important (97%).Clear communication (75%), an understanding of their blog (69%) and including them indecision making (67%) are also very important. Respecting the bloggers sense of self andvalues are other important considerations for brands. For example one blogger stated, “It’svery important to not lose one’s sense of self as this is how your blog was started. It wasYOU.” Allowing bloggers to share honest opinions and reviews, and relevancy of the brandto the blogger’s community were also important. Copyright 2011 Digital Parents. All rights reserved. 24
    • Currently 37% of bloggers make money from their blogs, with 26% making under$1000. The majority do not currently make any money from their blog (63%). Thosewho do make money from their blogs generate income via advertising (27%), sponsoredposts (16%), affiliate links (13%) and google ads (12%). Others earn income by sellingtheir own products/services, are paid to write and get paid for selling products forbusinesses. Copyright 2011 Digital Parents. All rights reserved. 25
    • Bloggers love their Facebook and Twitter!Facebook (96%) and Twitter (87%) are the most used of allsocial media. Copyright 2011 Digital Parents. All rights reserved. 26
    • The influence of blogging is growing!Fifty-five percent of bloggers somewhat agree that they can influence readers to buy aproduct they have recommended in their blog. Sixty-six percent of bloggers somewhatagree that blogs are a better source of information that traditional or mainstream mediafor example television, newspapers, magazines and family and friends.Forty-three percent completely agree that blogs can influence their decision aboutpurchasing a product. As a result 76% have purchased an item based on a blogrecommendation with child related products (48%), books (44%) and household items(38%) most commonly purchased. However, trusting the blogger (72%) and the bloggerhaving similar opinions (72%) are important factors influencing a purchasing decision.Thirty-five percent are very likely to recommend a product reviewed on a blog to afriend or family. Copyright 2011 Digital Parents. All rights reserved. 27
    • Copyright 2011 Digital Parents. All rights reserved. 28
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    • SummaryFrom the findings, a picture of the Digital Parents bloggers emerges. The majorityare mothers. The importance of their community is distinct and their influence canbe attributed to their honesty, realness and interactivity in the blogosphere andbeyond. Blogging is shown to have a major positive influence in the lives of parentbloggers. They also have the opportunity to make something more of their passionfor blogging through marketing and working with brands. However, when workingwith brands, it is important to understand their personal approach to blogging andhow this affects the way they interact and are seen by other bloggers. The DigitalParents community is vibrant, and something which many bloggers are extremelyproud to be a part of! Copyright 2011 Digital Parents. All rights reserved. 32