TWS2009 - WHO are the bloggers?
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TWS2009 - WHO are the bloggers?



Dave Sifry presentation from the TWS2009. State of the Blogosphere - WHO are the bloggers?

Dave Sifry presentation from the TWS2009. State of the Blogosphere - WHO are the bloggers?



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  • Some “other” reasons re. why people blog:Book publicity, for fun, writer, activism, personal satisfaction, self promotion, to become known as an expert, keep track of my life, share my passionMy favorite: “to bake half-baked ideas”

TWS2009 - WHO are the bloggers? Presentation Transcript

  • 1. Background
    Technorati has been publishing our State of the Blogosphere study since 2004
    This year we went beyond size, geography and technological trends
    We surveyed Technorati’s registered user base to understand:
    Role of blogging in their lives
    Tools, time, resources used for their blog
    How blogging has impacted them personally, professionally and financially
    Survey fielded in July 2008, and received 1290 responses
  • 2. WHO are the bloggers?
    State of the Blogosphere
  • 3. Who are the bloggers?
    • Two-thirds of bloggersare male
    • 4. Two thirds-of bloggers are 25-44, and one in four are 45+
    • 5. 44% of bloggers are parents; among them, half have one or more children under the age of five
    • 6. Bloggers are a highly-educated group
    • 7. 70% have college degrees
    What is your gender? n=1,290
    What is your marital status? n=1,290
    Are you a parent? n=1,290
    What are the ages of the children who live at home with you?n=1,290
    In which group does your household income fall, before taxes? n=1,032
  • 8. U.S. bloggers are more educated and affluent than the general Internet population
    Source: ComScore Plan Metrix, July 2008
  • 9. Blogging is a truly global phenomenon
    Bloggers 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=1,290
    In what language do you publish your blog n=1,290
  • 10. Bloggers self-identified as Personal, Professional, or Corporate bloggers
    PERSONAL: blog about topics of personal interest not associated with your work
    (79% of total)
    PROFESSIONAL: blog about your industry and profession but not in an official capacity for your company
    (12% of total)
    CORPORATE: blog for your company in an official capacity
    (46% of total)
    There is overlap between the segments
    Corporate bloggers:
    • 69% are also personalbloggers
    • 11. 65% are professionalbloggers
    Professional bloggers:
    • 59% are also personalbloggers
    • 12. 17% are corporatebloggers
  • Personal Bloggers do it for Fun … But Wouldn’t Mind the Cash
    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 blogs
    Which 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)
  • 13. FEMALE
    Blogger Highlights
    34% of blogger population
    Only 9% of female bloggers are 18-24 (vs. 15% male)
    Some expected truths:
    • More likely to be personal bloggers (83% vs 76% of men)
    • 14. Blogging topics are also more likely to be personal: Personal musings (66% vs. 47%), Family updates (36% vs. 16%)
    • 15. Women blog to stay connected and make connections. Why they blog:
    • 16. To keep friends and family updated (45% vs. 25% of men)
    • 17. To meet and connect with like minded people (69% vs. 58% of men)
    • 18. Their blogging style more likely to be conversational (75% vs. 59% of men)
    And less expected truths:
    • Female blogers are more sophisticated about advertising:
    • 19. Twice as likely to sell through an ad network (16% vs. 7%)
    • 20. And more likely to have affliate links (41% vs. 32%)
    • 21. They are also savvy about driving traffic to their blogs
    • 22. 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
    • 23. 36% have converted business leads from their blogs (vs 27% of men)
  • The What and why of blogging
    State of the Blogosphere
  • 24. Blogging topics are diverse
    • News 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
  • 25. Self expression tops the reasons for blogging
    • Career advancement or monetary reasons are cited by one in four bloggers as motivations for blogging
    Please tell us why you blog. n=1,290
  • 26. One in three bloggers are concerned about blog readers learning their identity
    Of those concerned about exposing their identity, primary concerns surround the impact on family and friends
    How important is it to you to conceal your real identity on your blog?
  • 27. Blogging also has opened up unique opportunities for them
    Have you been invited to any of the following as a result of your blog? n=1,290
    Blogger Highlights
    57% of blogger population
    Majority from Europe & Asia
    Half are published in English
    International bloggers are similar to early U.S. bloggers:
    • Male (73% vs. 57% of U.S. bloggers)
    • 29. Younger
    • 30. 17% are 18-24 (vs. 8% of U.S. bloggers
    • 31. Only 10% are over 50 (vs. 21% of bloggers
    • 32. Concerned about privacy
    • 33. 36% don’t want people to know their identity (vs. 26% in the U.S.)
    • 34. Of those, main concern is around family harassment (49% vs. 34)
    In some ways less sophisticated:
    • Less savvy about driving traffic to their blog
    • 35. Less likely to participate in Web 2.0 activities
    • 36. 17% are 18-24 (vs. 8% of U.S. bloggers
    • 37. Only 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.)
    • 38. More likely to get offered free products
    • 39. electronics (26% vs. 14% for U.S. bloggers)
    • 40. computers (30% vs. 11% for U.S. bloggers)
  • One in four bloggers spend more than 10 hours per week on their blog
    Only 15% spend less than one hour per week on their blog
    On average, how much time do you spend blogging each week? n=1,290
  • 41. Half update their blog daily
    • Bloggers post an average of 38 entries per month
    • 42. 42% of bloggers report that they blog more frequently than when they started
    • 43. 23% blog less frequently
    On average, how frequently do you update your blog? n=1,290
  • 44. Median investment in blogs is minimal
    However, select bloggers invest $100k annually
    Corporate bloggers have highest investment
    How many dollars have you invested in your blog over the past year? n=1,290
  • 45. Bloggers are savvy (and resourceful) in generating traffic
    • Median Links from blog to other web sites: 29 (mean=3,405)
    • 46. 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=1,290
    How 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
  • 47. And they are sophisticated with the use of tools
    Which of the following tools do you use with your blog? n=1,290
  • 48. Personal satisfaction is key success metric for 3 in 4 bloggers
    • However, bloggers also track a variety of quantitative metrics to measure their success
  • Blogging for profit
    State of the Blogosphere
  • 49. The majority of bloggers have some advertising on their site
    Professional and corporate bloggers have more search ads, display ads, and affiliate marketing on their sites
    Do you have advertising on your site, or receive cash or products through the following means? n=1,290
  • 50. Among those with advertising, two-thirds use AdSense or other contextual ads
    • 1 in 5 negotiate with advertisers directly
    • 51. Minority sell through an ad network or have a sales person
    How do you manage advertising on your blog? n=610
  • 52. Average annual blogger revenue is over $6,000
    However, this is skewed by the top 1% who earn $200k+
    Mean among those with 100,000 unique users is $75,000 in revenue
    What is your annual estimated revenue from advertising on your blog? n=406
    Blogger Highlights
    78% male (vs. 66%)
    42% self employed (vs. 22%)
    60% professional (vs. 46%)
    19% corporate (vs. 12%)
    More sophisticated:
    • Use more tools on average
    • 54. 57% have had a readership event (vs. 32%)
    • 55. 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:
    • 56. 81 monthly blog posts (vs. 37)
    • 57. 57% spend more than 10 hours weekly blogging (vs. 24%)
    • 58. Average investment is $7,400 (vs. $1,600)
  • Bloggers are enjoying CPMs on parity with large publishers
    International 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
  • 59. International CPC rates are also much higher
    What is the average CPC (cost per click) that you receive for advertising on your site? n=130
  • 60. Halfof corporate bloggershavecreatedaneventfortheirreadership
    The majority of these events are in person
    30% of personal bloggers have created an event for their readers
    One in five bloggers have hosted an in-person event
    Have you ever worked with your readership to create an event either online or in person? n=1,290
  • 61. Blogging has benefits
    Do you attend events to get material for your blog? n=1,290
    Do you ever get free admission or other perks in exchange for writing about these events on your blog? n=717
    Do you ever get free products to review on your blog? n=1,290
    Have you been approached to write as an advocate for a product or service? n=1,290
    Were you offered compensation (monetary or product) n=436
    Half of bloggers attend events for their blog
    • Among those bloggers who attend events, one third do so for free
    One in three bloggers has been approached to be a brand advocate
    • Of those approached to be brand advocated, 61% were offered payment
    • 62. Corporate 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
  • 63. Brands enter the blogosphere
    Corporate and professional bloggers are more likely to blog about company information and less likely to post product/brand reviews
    Men and women equally likely to blog about products or brands
    Do you talk about products or brands on your blog? n=1,290
  • 64. Blogs and traditional media
    State of the Blogosphere
  • 65. Blogs are gaining credibility
    • 37% of bloggers have been quoted in traditional media based on a blog post
    • 66. However, 1 in 5 bloggers think that newspapers will not be able to survive
    How much do you agree with the following statements? n=1,290
  • 67.
  • 68.
  • 69. Bloggers spend 3.5x time on the Internet compared to TV
    • Bloggers spend almost as much time on their mobile devices as watching TV
    On average, how much time do you spend weekly doing the following activities? n=1,290
  • 70. Bloggers are active Web 2.0 participants
    Please tell us which of the activities you do online regularly. n=1,290
  • 71. Among bloggers, other blogs are the most influential form of brand messaging
    What types of advertising or content entice you to learn more about a product or service? n=1,290