State of the Indian Blogosphere 2014

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State of the Blogosphere is a joint survey done by BW | Businessworld and blog promotion and networking platform IndiBlogger.in. The survey was conducted between December 2013 and January 2014. The data has been collected from a sample of 35,464 human-verified blogs from the IndiBlogger.in database. 1059 bloggers on the IndiBlogger network also responded to a questionnaire of 12 queries which helped in the understanding of specific behavioural characteristics. The study also includes 318,059 blog posts submitted on IndiVine™ since 2008 to understand blogging behaviour, categories, topics and writing styles.

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State of the Indian Blogosphere 2014

  1. 1. TheIndianBlogosphere 2014
  2. 2. 35,464 Authenticated blogs in the IndiBlogger.in database. 1059 respondents to a questionnaire 318,059 blogposts submitted on IndiVine™ since 2008 U2’s tour from 2009 to 2011 is credited to be the largest concert tour by gross (772 million) and attendance (7.2 million)
  3. 3. Bloggers are brands in themselves High levels of interaction indicate that blogs are topic specific networks Bloggers are the source of majority of the content available on the internet today Blogs are one of the oldest forms of social communication online Why Bloggers are rock stars Springsteen’s mother got an $18 guitar when he was 13. Later when she bought a $60 Kent Guitar for her son, she had to take a loan to do so.
  4. 4. In India, blogs have been the fastest growing medium across the web 24.3 35.9 0 5 10 15 20 25 30 35 40 2012 2013 (in millions)
  5. 5. Provide detailed analysis with multimedia Create digital excitement Get the message out as credible sources Integrate well into existing marketing models Provide information to potential customers Blogs today……... Marilyn Manson is not the real name but is a balance of good and evil. Marilyn comes from Marilyn Monroe,America's sweetheart. Manson comes from Charles Manson, the infamous killer.
  6. 6. Gender Ratio of Indian Bloggers Male 75% Female 25% Jim Morrison was physically turned on to Janis Joplin after she busted a bottle of Southern Comfort over his head, knocking him out cold. Morrison, loving the physical confrontation and her violent attitude, seemed to be in love only to be turned down not once but twice!
  7. 7. English 88% Hindi 5% Malayalam 1% Marathi 1% Tamil 3% Telugu 1% Others 1% Other 12% Other Indic Languages include Assamese, Bengali, Gujarati, Kannada, Punjabi, Sanskrit, Urdu Bloggers by language Avial, a Malayali alternative rock band from Kerala derives its name from a south Indian dish Avial made with a mixture of contrasting vegetables.
  8. 8. < 18 1% 18 to 25 24% 25 to 35 54% 35 to 45 14% 45+ 7% Bloggers by age Rolling stones are 52 years old as a band and counting! We’ll let that sink in for a moment.
  9. 9. Food & Drink Travel Movies Tech News Gadgets Personal Care Books Fashion Political News Health Most blogged about topics Eric Clapton is the only three time inductee in the Rock and Roll Hall of fame
  10. 10. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Health Elections Gadgets Shopping Blogging Family & Parenting Books Food & Drink Travel Growth in blogging categories % change from 2012 to 2013
  11. 11. Twitter 46% Facebook 29% Pinterest 9% Linkedin 8% Digg.com 3% Flickr 2% delicious.com 2% Google Plus 1% Other 8% Use of social networks 59% 5% 118% 38% 0% 27% -20% 0% 20% 40% 60% 80% 100% 120% 140% Facebook Flickr Pinterest Linkedin delicious Digg.com Google Plus Twitter Change in use of social networks The cover of Radiohead’s 1993 hit song ‘Creep’ was the soundtrack for the movie the Social Network’s trailer
  12. 12. Bangalore 12% Mumbai 12% Chennai 10% Delhi - NCR 8% Hyderabad 6% Pune 4% Kolkata 3% Ahmedabad 1% Jaipur 1% Indore 1% Coimbatore 1% Lucknow 1% Rest of India and world 40% Bloggers by Geography
  13. 13. Indian Bloggers vs Global Bloggers 79 6 44 86 56 86 38 10 64 31.1 0 10 20 30 40 50 60 70 80 90 100 USE OF TEXT USE OF IMAGES USE OF VIDEOS MONETIZATION PURCHASE INFLUENCE Global Bloggers Indian Bloggers After opening the 2007 Iron Maiden concert in India Parikrama are now the official opening band for any Maiden concert in Asia
  14. 14. 86% bloggers monetize their blogs in some way or the other 22% bloggers use their blogs to further their profession 45% are being approached by brands or agencies The Beatles are the highest selling artist/band of all time with claimed sales of 600 million
  15. 15. of the blogs in India influence buying decision56% Bob Dylan (1941 -) is considered one of the most influential musicians of all time.
  16. 16. Google Adsense 72% Chitika 1% Kontera 1% AdBrite.com 1% Other networks 1% Affiliate programs 8% Other revenue sources 2% Don't monetize 14% Always torn between endorsements and their beliefs Pink Floyd invariably ended up donating all they earned including the last one they ever did with Volkswagen in 1993 for the Division Bell tour 64% Amazon’s share in affiliate programs followed by 31% for flipkart 22% Bloggers who have dedicated professional interest in their blogs Monetization of blogs
  17. 17. Blogspot 63% Self Hosted 21% Wordpress 14% Tumblr 1% Others 1% Blogging platforms used Friends and Family 25% Search Traffic 30% Followers 31% Others 14% Blog Traffic Sources In 2006, Prince won the Lifetime achievement Webby Award for visionary use of the internet and first ever release of an album online
  18. 18. 20% blog poetry and short stories 35% publish guest blog posts 43% use a blog roll 24% blog anonymously His iconic performance of ‘Star Spangled Banner’ at Woodstock in 1969 was not a symbol of national pride, rather an attack on America’s continued occupation of Vietnam. Ignoring concerns of starting a riot, he went ahead with a performance that has become an integral part of American history.
  19. 19. Article 79% Poetry 8% Short Stories / Memoirs 6% Photography 5% Comics & Animation 1% Video 1% Presentation Style Desktop, 73% Mobile, 24% Tablet, 3% Device used to blog Rammstein, renowned for their on-stage theatrics, frequently set their boots, drumsticks, clothes, microphones, amplifiers etc. on fire. Front row patrons – beware of singed eyebrows!
  20. 20. Frequency and promotion Social Networks 47%IndiBlogger 39% Others 11% Advertising 3% Promotion used Daily 5% Once a week 22% Once a fortnight 14%Once a month 18% Once in two months 20% Infrequent 21% Frequency of posting Estranged by Guns N' Roses' is one of the longest and most expensive music videos ever made.The video is the third and final part of an unofficial trilogy of videos "Don't Cry" and "November Rain
  21. 21. The IndiBlogger report in the Marketing Whitebook 14-15 In its tenth edition, the Marketing Whitebook has evolved as much as the Indian market scape has. Not only does it pack useful data that will help marketers navigate today's complex marketplace, but it also comes with perceptive columns that throw up sharp insights on new trends and changing consumer behavior. Pick up a copy
  22. 22. IndiBlogger.in featured in ‘The Mouse Charmers’ by Anuradha Goyal as one of the 12 pioneering digital startups in India. Pick up a copy
  23. 23. Get in touch Karthik +91 95606 03124 Nihal +91 98677 59992 Vineet +91 99875 59693 indi@indiblogger.in

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