Blogging Practices and Motivations:  Web Survey of Polish-speaking Blogosphere Arkadiusz Kustra (Agora S.A.) Hamburg, Marc...
blogging practices and motivations  agenda <ul><li>about the study: aims, methodology </li></ul><ul><li>most interesting f...
blogging practices and motivations aims of the study <ul><li>to explore the Polish-speaking blogosphere by conducting a la...
blogging practices and motivations  methodology <ul><li>web survey: 43 questions </li></ul><ul><li>diversified sample: </l...
who blogs?
who blogs?   not only young <ul><li>half of surveyed bloggers are 20-29  </li></ul><ul><li>but 1/3 are over 30 </li></ul><...
who blogs?   frequent and skilled web users <ul><li>blogging platforms are easy means to make an appearence on the web for...
why do they blog?
why do they blog? personal, social, proffesional motivations <ul><li>motivations for blogging are mainly personal </li></u...
why do they blog? many reasons <ul><li>reasons of blogging: </li></ul><ul><li>only 12% give 1 reason of blogging </li></ul...
why do they blog? blog types <ul><li>blog types identified in factor analysis:  (N=1573; principal components method; Vari...
why do they blog? writing not only for their own sake   <ul><li>3/4 of bloggers check their blogs’ visiting statistics </l...
blogs’ popularity
blogs’ popularity unequal blogosphere: stars vs. long tail reported number of readers   b as e :  i ndividuals running at ...
blogs’ popularity  the   stars are older <ul><li>t he higher popularity of a blog, the higher age of the blogger  </li></u...
blogs’ popularity popularity requires involvement declared  weekly readership  in relation to the time devoted to blogging...
comments
blogs’ popularity  comments <ul><li>as expected , more popular blogs draw more comments </li></ul><ul><li>a self-reinforci...
comments generate more comments <ul><li>authors of frequently commented blogs devote more time to blogging and post entrie...
comments generate more comments <ul><li>the more comments a blogger posts on other blogs, the more comments he receives on...
blogging outside the internet
blogging outside the internet  bloggers talk about blogs <ul><li>80% of bloggers talked about their blogs in personal conv...
<ul><li>37%  of blog readers (including bloggers) at least once met another blogger, reader or comment poster in person </...
summary
blogging practices and motivations  summary <ul><li>bloggers are primarily young persons but there is also a very large gr...
thank you arkadiusz.kustra at agora.pl
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Arkadiusz Kustra Blogging Practices And Motivations

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Prezentacja z konferencji General Online Research (Hamburg, 2008-03)

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Arkadiusz Kustra Blogging Practices And Motivations

  1. 1. Blogging Practices and Motivations: Web Survey of Polish-speaking Blogosphere Arkadiusz Kustra (Agora S.A.) Hamburg, March 2008 Jan M. Zając (University of Warsaw and Warsaw School of Social Psychology) , Arkadiusz Kustra (Agora S.A.) , Piotr Janczewski (Gemius S.A.) , Teresa Wierzbowska (Gemius S.A.)
  2. 2. blogging practices and motivations agenda <ul><li>about the study: aims, methodology </li></ul><ul><li>most interesting findings: </li></ul><ul><ul><li>bloggers are primarily young persons but there is also a very large group of bloggers who are over 30, have a job, and are well-educated </li></ul></ul><ul><ul><li>blogs are heterogenous: motivations for blogging and content type are often mixed within one weblog </li></ul></ul><ul><ul><li>blogosphere is unequal: stars vs. the long tail </li></ul></ul><ul><ul><li>blogs are written in order to be read by others, and to be commented (so they should not be called personal diaries) </li></ul></ul><ul><ul><li>comments are very important: they give feedback for authors and boost their engagement in blogging </li></ul></ul><ul><ul><li>blogging affects the offline world </li></ul></ul>
  3. 3. blogging practices and motivations aims of the study <ul><li>to explore the Polish-speaking blogosphere by conducting a large research with a diversified sample of blog authors </li></ul><ul><li>to search for relationships and correlations between various behaviours, opinions and motivations of blog authors and readers, and their socio-demographic characteristics </li></ul><ul><li>one of first studies on this topic in Poland </li></ul><ul><li>the aim was to look for correlations and to understand the rules and mechanisms, not to provide the descriptive statistics </li></ul>
  4. 4. blogging practices and motivations methodology <ul><li>web survey: 43 questions </li></ul><ul><li>diversified sample: </li></ul><ul><ul><li>„ active” authors (bloggers on Blox.pl platform, posted their last blog entry within one month before the study) </li></ul></ul><ul><ul><li>„ inactive” authors (bloggers on Blox.pl platform, posted their last blog entry earlier than one month before the study) </li></ul></ul><ul><ul><li>open survey (a generally available link) </li></ul></ul><ul><li>age: 15+ </li></ul><ul><li>verification procedures were employed in order to ensure the quality of data (logical coherence analysis etc.) </li></ul><ul><li>finally 1835 individuals were qualified for analyses </li></ul>
  5. 5. who blogs?
  6. 6. who blogs? not only young <ul><li>half of surveyed bloggers are 20-29 </li></ul><ul><li>but 1/3 are over 30 </li></ul><ul><li>2/3 have a job </li></ul><ul><li>1/2 attend a school or university </li></ul><ul><li>1/4 are people who work and study </li></ul><ul><li>1/2 have higher education degree </li></ul>occupation and education among bloggers base: individuals running at least one blog, N=1573.
  7. 7. who blogs? frequent and skilled web users <ul><li>blogging platforms are easy means to make an appearence on the web for people with low computer skills, however: </li></ul><ul><li>97% of surveyed bloggers use the Internet daily or almost daily </li></ul><ul><li>55% spend on average 5 or more hours daily online </li></ul><ul><li>52% rate their computer skills as very good , and another 40% as good </li></ul><ul><li>93% use instant messaging </li></ul><ul><li>92% browse for information on products, services and companies </li></ul><ul><li>76% shop online </li></ul>
  8. 8. why do they blog?
  9. 9. why do they blog? personal, social, proffesional motivations <ul><li>motivations for blogging are mainly personal </li></ul><ul><li>other reasons are also important: </li></ul><ul><ul><li>social: making new contacts or cultivating relationships (almost half of the bloggers) </li></ul></ul><ul><ul><li>hobbies and interests </li></ul></ul><ul><ul><li>occupation-related reasons </li></ul></ul>choose reasons why you maintain a blog base: individuals running at least one blog, N=1573.
  10. 10. why do they blog? many reasons <ul><li>reasons of blogging: </li></ul><ul><li>only 12% give 1 reason of blogging </li></ul><ul><li>2/3 give 3 or more reasons </li></ul><ul><li>blog content – also heterogenous: </li></ul><ul><li>21% choose 1 type of content </li></ul><ul><li>51% choose 3 or more </li></ul>number of reported reasons of blogging (without „other reasons”, max = 8) base: individuals running at least one blog, N=1573.
  11. 11. why do they blog? blog types <ul><li>blog types identified in factor analysis: (N=1573; principal components method; Varimax rotation; KMO=0,712; the solution explains 57% of total variance) </li></ul><ul><li>p ersonal blogs : W ritten to preserve ideas, experiences and feelings and to express feelings. The content of these blogs is related to the author’s private life . </li></ul><ul><li>o ccupational blogs : W ritten for occupational or scientific/educational reasons, dealing with occupation-related topics . </li></ul><ul><li>w orld-describing blogs : W ritten to express opinions. These blogs deal with the latest regional, countrywide or worldwide issues, or with topics related to the author’ s interests . </li></ul><ul><li>h obby blogs : R elated to interests and hobbies. These blogs feature creative content by their author . </li></ul><ul><li>r elationship blogs : W ritten to cultivate relationships with friends and acquaintances or to establish new contacts . </li></ul>
  12. 12. why do they blog? writing not only for their own sake <ul><li>3/4 of bloggers check their blogs’ visiting statistics </li></ul><ul><li>2/3 of the surveyed bloggers check who features links to their blogs </li></ul><ul><li>tendency to check links to one’s blog is not related to declared computer skills </li></ul><ul><li>it is related to the number of readers </li></ul>percentage of bloggers check ing who features links to their blog ( in relation to the declared number of readers ) b as e : i ndividuals running at least one blog, N=1573.
  13. 13. blogs’ popularity
  14. 14. blogs’ popularity unequal blogosphere: stars vs. long tail reported number of readers b as e : i ndividuals running at least one blog and checking blog-visiting statistics, N=1129.
  15. 15. blogs’ popularity the stars are older <ul><li>t he higher popularity of a blog, the higher age of the blogger </li></ul><ul><li>there are less teenagers and significantly more persons aged 30 and older among the popular bloggers </li></ul>a ge of bloggers in relation to the declared blog popularity b as e : i ndividuals running at least one blog and checking blog-visiting statistics, N=1129.
  16. 16. blogs’ popularity popularity requires involvement declared weekly readership in relation to the time devoted to blogging b as e : i ndividuals running at least one blog and checking blog-visiting statistics, N=1129.
  17. 17. comments
  18. 18. blogs’ popularity comments <ul><li>as expected , more popular blogs draw more comments </li></ul><ul><li>a self-reinforcing process : </li></ul><ul><ul><li>higher number of comments determines blog attractiveness and readership </li></ul></ul><ul><ul><li>higher number of comments motivates the blogger </li></ul></ul>n umber of comments received in relation to the declared number of readers b as e : i ndividuals running at least one blog and checking blog-visiting statistics, N=1129.
  19. 19. comments generate more comments <ul><li>authors of frequently commented blogs devote more time to blogging and post entries more often </li></ul><ul><li>a complex process: </li></ul><ul><ul><li>more blogging effort … </li></ul></ul><ul><ul><li>… results in receiving more comments … </li></ul></ul><ul><ul><li>… which in turn motivate the author to spend more time on blogging … </li></ul></ul><ul><ul><li>… and stimulate further replies … </li></ul></ul>f requency of blog updates and time devoted to blogging ( in relation to the declared number of comments received within the week before the survey ) b as e : b loggers who enable comments on their blogs, N=1366.
  20. 20. comments generate more comments <ul><li>the more comments a blogger posts on other blogs, the more comments he receives on his own blog </li></ul>t he number of comments posted on other blogs in relation to the number of comments received b as e : b loggers currently commenting blogs, N=1356. 521 85 291 145 1-5 6 and more 0 509 108 110 1-5 502 37 320 0 Comments posted 371 262 24 6 and more 1 356 407 454 Total Total Comments received
  21. 21. blogging outside the internet
  22. 22. blogging outside the internet bloggers talk about blogs <ul><li>80% of bloggers talked about their blogs in personal conversation </li></ul><ul><li>38% did it within 7 days before the survey </li></ul><ul><li>m ore popular authors have higher chance of entering a personal conversation on blogging : </li></ul><ul><ul><li>out of all bloggers with readership of 1000 + fully 65% talk ed about their blog in person during last 7 days </li></ul></ul><ul><li>e ngaging in blog-related conversations outside the i nternet is more popular among those bloggers who have more acquaintances </li></ul>d id you talk about your blog outside the i nternet? b as e : i ndividuals running at least one blog, N=1573. yes, over the last 7 days yes, but not over the last 7 days no
  23. 23. <ul><li>37% of blog readers (including bloggers) at least once met another blogger, reader or comment poster in person </li></ul><ul><li>t he earlier one started to read blogs the higher probability of personal contact </li></ul><ul><li>offline contacts are also connected with the blogs’ popularity; those who met in person include: </li></ul><ul><ul><li>29% of bloggers with readership of 1-9 </li></ul></ul><ul><ul><li>62% of bloggers with readership of 1000 and more </li></ul></ul>blogging outside the internet offline contacts t he year of starting as a blog reader in relation to whether one met a blog writer, reader or comment poster in person b as e : i ndividuals reading at least one blog, N=1743.
  24. 24. summary
  25. 25. blogging practices and motivations summary <ul><li>bloggers are primarily young persons but there is also a very large group of bloggers who are over 30, have a job, and are well-educated </li></ul><ul><li>blogs are heterogenous: motivations for blogging and content type are often mixed </li></ul><ul><li>blogosphere is unequal: stars versus long tail </li></ul><ul><li>blogs are written in order to be read by others, and to be commented (so they should not be called personal diaries) </li></ul><ul><li>comments are very important: they give feedback for authors and boost their engagement in blogging </li></ul><ul><li>blogging affects the offline world </li></ul>
  26. 26. thank you arkadiusz.kustra at agora.pl

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