BackgroundTechnorati has been publishing our State of the Blogosphere study since 2004This year we went beyond size, geography and technological trendsWe surveyed Technorati’s registered user base to understand:Role of blogging in their livesTools, time, resources used for their blogHow blogging has impacted them personally, professionally and financiallySurvey fielded in July 2008, and received 1290 responses

WHO are the bloggers?State of the Blogosphere

Who are the bloggers?Two-thirds of bloggersare maleTwo thirds-of bloggers are 25-44, and one in four are 45+44% of bloggers are parents; among them, half have one or more children under the age of five Bloggers are a highly-educated group70% have college degreesWhat is your gender? n=1,290What is your marital status? n=1,290Are you a parent? n=1,290What are the ages of the children who live at home with you?n=1,290In which group does your household income fall, before taxes? n=1,032

Two-thirds of bloggersare male

Two thirds-of bloggers are 25-44, and one in four are 45+

44% of bloggers are parents; among them, half have one or more children under the age of five

Bloggers are a highly-educated group

70% have college degrees

U.S. bloggers are more educated and affluent than the general Internet populationSource: ComScore Plan Metrix, July 2008

Blogging is a truly global phenomenonBloggers responded from all six continents, live in 66 different countries and publish their blogs in 20 languages 43% of blogger respondents live in the U.S.72% publish their blog in English (survey was only provided in English)What country do you live in? n=1,290In what language do you publish your blog n=1,290

Bloggers self-identified as Personal, Professional, or Corporate bloggersPERSONAL: blog about topics of personal interest not associated with your workPERSONAL BLOGGERS(79% of total)PROFESSIONAL: blog about your industry and profession but not in an official capacity for your companyCORPORATEBLOGGERS(12% of total)CORPORATE: blog for your company in an official capacityPROFESSIONALBLOGGERS(46% of total)There is overlap between the segmentsCorporate bloggers:69% are also personalbloggers65% are professionalbloggersProfessional bloggers:59% are also personalbloggers17% are corporatebloggers

69% are also personalbloggers

65% are professionalbloggers

59% are also personalbloggers

17% are corporatebloggers

Personal Bloggers do it for Fun … But Wouldn’t Mind the CashPERSONAL More than 4 in 10 personal bloggers hope to make money on their blog some day.One in five are already making money on their blogsWhich best describes your involvement with blogging?n=646. BASE: [Is your blog personal, professional, or corporate?: Personal (blog about topics of personal interest not associated with your work)

FEMALEBlogger Highlights34% of blogger populationOnly 9% of female bloggers are 18-24 (vs. 15% male)Some expected truths:More likely to be personal bloggers (83% vs 76% of men)Blogging topics are also more likely to be personal: Personal musings (66% vs. 47%), Family updates (36% vs. 16%)Women blog to stay connected and make connections. Why they blog:To keep friends and family updated (45% vs. 25% of men)To meet and connect with like minded people (69% vs. 58% of men)Their blogging style more likely to be conversational (75% vs. 59% of men)And less expected truths:Female blogers are more sophisticated about advertising:Twice as likely to sell through an ad network (16% vs. 7%)And more likely to have affliate links (41% vs. 32%)They are also savvy about driving traffic to their blogsMore likely than male bloggers to participate in a blogroll link to other blogs, get listed on a blog directory, produce content for other blogs36% have converted business leads from their blogs (vs 27% of men)

More likely to be personal bloggers (83% vs 76% of men)

Blogging topics are also more likely to be personal: Personal musings (66% vs. 47%), Family updates (36% vs. 16%)

Women blog to stay connected and make connections. Why they blog:

To keep friends and family updated (45% vs. 25% of men)

To meet and connect with like minded people (69% vs. 58% of men)

Their blogging style more likely to be conversational (75% vs. 59% of men)

Female blogers are more sophisticated about advertising:

Twice as likely to sell through an ad network (16% vs. 7%)

And more likely to have affliate links (41% vs. 32%)

They are also savvy about driving traffic to their blogs

More likely than male bloggers to participate in a blogroll link to other blogs, get listed on a blog directory, produce content for other blogs

36% have converted business leads from their blogs (vs 27% of men)

The What and why of bloggingState of the Blogosphere

Blogging topics are diverseNews and business topics are as prevalent as personal topics“Other” blog topics include: 2008 election, alternative energy, art, beauty, blogging, comics, communication, cooking/food, crafts, design, environment, internet/Web 2.0, Jamaica, LGBT, media/journalism What topics do you blog about? n=1,290

News and business topics are as prevalent as personal topics

Self expression tops the reasons for bloggingCareer advancement or monetary reasons are cited by one in four bloggers as motivations for bloggingPlease tell us why you blog. n=1,290

Career advancement or monetary reasons are cited by one in four bloggers as motivations for blogging

One in three bloggers are concerned about blog readers learning their identityOf those concerned about exposing their identity, primary concerns surround the impact on family and friendsHow important is it to you to conceal your real identity on your blog?

Blogging also has opened up unique opportunities for themHave you been invited to any of the following as a result of your blog? n=1,290

INTERNATIONALBlogger Highlights57% of blogger populationMajority from Europe & AsiaHalf are published in EnglishInternational bloggers are similar to early U.S. bloggers:Male (73% vs. 57% of U.S. bloggers)Younger17% are 18-24 (vs. 8% of U.S. bloggersOnly 10% are over 50 (vs. 21% of bloggersConcerned about privacy36% don’t want people to know their identity (vs. 26% in the U.S.)Of those, main concern is around family harassment (49% vs. 34)In some ways less sophisticated:Less savvy about driving traffic to their blogLess likely to participate in Web 2.0 activities17% are 18-24 (vs. 8% of U.S. bloggersOnly 10% are over 50 (vs. 21% of bloggers)In other ways more savvy:Twice as likely to include paid postings (8% vs. 4% for U.S.)More likely to get offered free productselectronics (26% vs. 14% for U.S. bloggers)computers (30% vs. 11% for U.S. bloggers)

Male (73% vs. 57% of U.S. bloggers)

Younger

17% are 18-24 (vs. 8% of U.S. bloggers

Only 10% are over 50 (vs. 21% of bloggers

Concerned about privacy

36% don’t want people to know their identity (vs. 26% in the U.S.)

Of those, main concern is around family harassment (49% vs. 34)

Less savvy about driving traffic to their blog

Less likely to participate in Web 2.0 activities

17% are 18-24 (vs. 8% of U.S. bloggers

Only 10% are over 50 (vs. 21% of bloggers)

Twice as likely to include paid postings (8% vs. 4% for U.S.)

More likely to get offered free products

electronics (26% vs. 14% for U.S. bloggers)

computers (30% vs. 11% for U.S. bloggers)

One in four bloggers spend more than 10 hours per week on their blogOnly 15% spend less than one hour per week on their blogOn average, how much time do you spend blogging each week? n=1,290

Half update their blog dailyBloggers post an average of 38 entries per month42% of bloggers report that they blog more frequently than when they started23% blog less frequentlyOn average, how frequently do you update your blog? n=1,290

Bloggers post an average of 38 entries per month

42% of bloggers report that they blog more frequently than when they started

23% blog less frequently

Median investment in blogs is minimalHowever, select bloggers invest $100k annuallyCorporate bloggers have highest investmentHow many dollars have you invested in your blog over the past year? n=1,290

Bloggers are savvy (and resourceful) in generating trafficMedian Links from blog to other web sites: 29 (mean=3,405)Median links from other web sites to blog: 30 (mean=4,816)Which of the following activities do you participate in to attract visitors to your blog? n=1,290How many links do you have from other sites to your blog? How many links do you have from your blog to other sites? n=1,290

Median Links from blog to other web sites: 29 (mean=3,405)

Median links from other web sites to blog: 30 (mean=4,816)

And they are sophisticated with the use of toolsWhich of the following tools do you use with your blog? n=1,290

Personal satisfaction is key success metric for 3 in 4 bloggersHowever, bloggers also track a variety of quantitative metrics to measure their success

However, bloggers also track a variety of quantitative metrics to measure their success

Blogging for profitState of the Blogosphere

The majority of bloggers have some advertising on their siteProfessional and corporate bloggers have more search ads, display ads, and affiliate marketing on their sitesDo you have advertising on your site, or receive cash or products through the following means? n=1,290

Among those with advertising, two-thirds use AdSense or other contextual ads1 in 5 negotiate with advertisers directlyMinority sell through an ad network or have a sales personHow do you manage advertising on your blog? n=610

1 in 5 negotiate with advertisers directly

Minority sell through an ad network or have a sales person

Average annual blogger revenue is over $6,000However, this is skewed by the top 1% who earn $200k+Mean among those with 100,000 unique users is $75,000 in revenueWhat is your annual estimated revenue from advertising on your blog? n=406

HIGH REVENUEBlogger Highlights78% male (vs. 66%)42% self employed (vs. 22%)60% professional (vs. 46%)19% corporate (vs. 12%)More sophisticated:Use more tools on average57% have had a readership event (vs. 32%)More likely to sell through an ad network:- 15% online ad network (vs. 8%)- 19% blog network (vs. 10%)More likely to have affiliate ads (48% vs. 35%)Require more resources and invest more:Spend more time blogging:81 monthly blog posts (vs. 37)57% spend more than 10 hours weekly blogging (vs. 24%)Average investment is $7,400 (vs. $1,600)

Use more tools on average

57% have had a readership event (vs. 32%)

More likely to sell through an ad network:

More likely to have affiliate ads (48% vs. 35%)

Spend more time blogging:

81 monthly blog posts (vs. 37)

57% spend more than 10 hours weekly blogging (vs. 24%)

Average investment is $7,400 (vs. $1,600)

Bloggers are enjoying CPMs on parity with large publishersInternational bloggers are commanding CPMs twice as high as those in the U.S. on average What is the average CPM (cost per thousand impressions) that you receive for advertising on your site? n=172

International CPC rates are also much higherWhat is the average CPC (cost per click) that you receive for advertising on your site? n=130

Halfof corporate bloggershavecreatedaneventfortheirreadershipThe majority of these events are in person30% of personal bloggers have created an event for their readersOne in five bloggers have hosted an in-person eventHave you ever worked with your readership to create an event either online or in person? n=1,290

Blogging has benefitsDo you attend events to get material for your blog? n=1,290Do you ever get free admission or other perks in exchange for writing about these events on your blog? n=717Do you ever get free products to review on your blog? n=1,290Have you been approached to write as an advocate for a product or service? n=1,290Were you offered compensation (monetary or product) n=436Half of bloggers attend events for their blogAmong those bloggers who attend events, one third do so for freeOne in three bloggers has been approached to be a brand advocateOf those approached to be brand advocated, 61% were offered paymentCorporate bloggers are most likely to be approached to be brand advocates (46%)One third have been approached to be product advocates, and 5% are “spokesbloggers”One third of bloggers have received free products

Among those bloggers who attend events, one third do so for free

Of those approached to be brand advocated, 61% were offered payment

Corporate bloggers are most likely to be approached to be brand advocates (46%)

Brands enter the blogosphereCorporate and professional bloggers are more likely to blog about company information and less likely to post product/brand reviewsMen and women equally likely to blog about products or brandsDo you talk about products or brands on your blog? n=1,290

Blogs and traditional mediaState of the Blogosphere

Blogs are gaining credibility37% of bloggers have been quoted in traditional media based on a blog postHowever, 1 in 5 bloggers think that newspapers will not be able to surviveHow much do you agree with the following statements? n=1,290

37% of bloggers have been quoted in traditional media based on a blog post

However, 1 in 5 bloggers think that newspapers will not be able to survive

Bloggers spend 3.5x time on the Internet compared to TVBloggers spend almost as much time on their mobile devices as watching TVOn average, how much time do you spend weekly doing the following activities? n=1,290

Bloggers spend almost as much time on their mobile devices as watching TV

Bloggers are active Web 2.0 participantsPlease tell us which of the activities you do online regularly. n=1,290

Among bloggers, other blogs are the most influential form of brand messagingWhat types of advertising or content entice you to learn more about a product or service? n=1,290