Canadian Mom Bloggers Report


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Canadian Mom Bloggers Report

  1. 1. Mom Central | 1235 Bay St. Suite 400 | Toronto, M5R 3K4 Office: 416.966.0645 |   Canadian Mom Blogger Report October, 2010 Mom Central | 1235 Bay St. Suite 400 | Toronto, M5R 3K4 Office: 416.966.0645 |  
  2. 2. Mom Central | 1235 Bay St. Suite 400 | Toronto, M5R 3K4 Office: 416.966.0645 |   About Mom Central Consulting As the premier firm specializing in Marketing to Moms, Mom Central Consulting helps companies develop meaningful conversations, connections, and communities with Moms. We reach Moms and engage them in powerful word-of-mouth programs such as blog tours, viral marketing programs, geo-targeted referral programs, and live grassroots events.They take action and recommend your brand, fueling brand awareness, engagement, product trial, and sales. Mom Central works with over 100 North American brands.We also offer a breadth of consulting services, including research and social media strategy and listening, for start-up and established brands. As many of our clients have learned, Mom Bloggers are tech-savvy, well educated women who wield extensive consumer power. Their words and opinions influence brand perception both online and off and they can be a valuable partner in your marketing campaign. Mom Central Consulting recently surveyed 200 Canadian Mom Bloggers to get a pulse on the state of the Canadian Mom-Blogosphere. An overview of the results can be found below. For more information on how Mom Central Consulting can facilitate networking with Canadian Mom Bloggers, feel free to contact us. Introduction
  3. 3. Mom Central | 1235 Bay St. Suite 400 | Toronto, M5R 3K4 Office: 416.966.0645 |   •  The average Canadian Mom Blogger (CMB) is 31 years old with 2 kids in the household. •  78% of these bloggers are well educated with at least a Bachelor’s degree or College Degree. 17% have a Graduate or Masters degree. •  77% of CMBs have children in the age range of 1-5 years old. 43% have children in the age range of 5-12 years old. •  46% of these bloggers currently live in Ontario, 4% in Nova Scotia/New Brunswick and 48% are from Western Canada. •  35% of CMBs would define their neighbourhood as “Urban,” 43% as “Suburban” and 22% as “Rural.” •  46% of CMBs contribute to more than one blog. Who are Canadian Mom Bloggers? While we would argue that every Mom Blogger is just as unique and individual as the blog she creates, here is a quick breakdown of the Canadian Mom Blogger landscape.
  4. 4. Mom Central | 1235 Bay St. Suite 400 | Toronto, M5R 3K4 Office: 416.966.0645 |   Readership & Sphere of Influence When working with bloggers, Mom Central Consulting maintains a concise focus on the importance of finding the right fit for your brand and message. Blog content, fit with the blogger/ blogger’s family, writing style and audience are just some of the important factors that need to be considered when deciding which blogger(s) would make a good partner for your brand. •  The average Canadian Mom Blogger has a readership of just over 4,500 readers per month on her main blog. About 6% of bloggers we surveyed had a readership of over 50,000 per month. •  However, it’s not only readership on a blog to consider. As previously mentioned, Mom Bloggers are extremely well connected online with a large Sphere of Influence (SOI). •  92% of bloggers are active onTwitter with over 32% having over 1,000 followers •  89% of bloggers are active on facebook •  39% are using LinkedIn on a regular basis •  26% are using Flickr •  28% are active in at least one Ning group While high readership is important, it should never be the leading factor when selecting a blogger to work with. At Mom Central Consulting, we use a proprietary measurement system that looks at a blogger’s entire Sphere of Influence, which includes readership numbers among other factors. As we have seen in our Canadian Digital Moms research, Canadian Moms in general are active online and bloggers are definitely at the very active end of the spectrum. Here’s a quick look at how Canadian Mom Bloggers are reaching their readers:
  5. 5. Mom Central | 1235 Bay St. Suite 400 | Toronto, M5R 3K4 Office: 416.966.0645 |   Where Brands and Bloggers Meet The issue of financial compensation for product reviews is a hot topic amongst bloggers, agencies and brands alike with many vocal parties on each side of the debate. Canadian Mom Bloggers appear to be split on the issue with 54% saying that bloggers should not be financially compensated for product reviews. •  69% of bloggers we surveyed currently do product reviews on their blog (whether paid or unpaid). •  An additional 16% of these bloggers would like to start doing product reviews on their blog. •  An astounding 95% of Canadian Mom Bloggers would like to be more engaged with companies and brands.
  6. 6. Mom Central | 1235 Bay St. Suite 400 | Toronto, M5R 3K4 Office: 416.966.0645 |   Currently, only 32% of Canadian Mom Bloggers are earning money from their blogs, the majority of that income coming from banner or other ad placements (59%), product reviews (30%), ad networks (24%) and sponsorship (24%). Only 29% of bloggers say that making money is at least somewhat important to them when it comes to their motivation for blogging – financial gain is clearly not the main reason Moms are turning to blogging. So why do these Moms blog? There are a myriad of reasons why moms decide to begins blogging. Some begin blogging as a way of keeping their friends and family in the loop after a new baby is born. Others love to try new products and want to share information about what they like with other Moms. Others just love the attention - and aren’t afraid to admit it!   TheTop 3 Reasons Canadian Moms Blog are: 1.  To connect and share with other Moms 2.  Personal enjoyment - “something just for me” 3.  Passion/love of writing
  7. 7. Mom Central | 1235 Bay St. Suite 400 | Toronto, M5R 3K4 Office: 416.966.0645 |   Mom Bloggers Create