DIGITAL PARENTSCOMMUNITY SURVEY 2012Copyright 2012 Digital Parents.All rights reserved.
AIM OF THE STUDYThe aim of this survey, just as in the ﬁrst survey of 2011, was to gain an in-depth understanding ofthe Australian parent blogging community. It was also to benchmark results against the ﬁrstDigital Parents Survey of 2011. This year, with the rise in discussion of monetisation, extraquestions were included to generate more knowledge on this topic. The Digital Parentscommunity is vibrant and growing.Digital Parents Community Survey 2012
THE SURVEYDigital Parents and Catherine Archer, of Curtin University, conducted the survey. Digital Parents, createdby Brenda Gaddi, is an online community where Australian mum and some dad bloggers get togetheronline to swap ideas and share stories. Catherine Archer, a lecturer in the School of Marketing at CurtinUniversity, is currently completing her PhD on parent blogging.The online survey was conducted in October and November 2012 over two weeks. The survey wascreated and emailed to over 2,000 Digital Parents members from the Digital Parents website and a totalof 245 responded, with 238 usable responses.Digital Parents Community Survey 2012
MAIN FINDINGS• Only women responded to this survey (100%). The majority of Digital Parents (DP) areaged between 26 and 45 (89%) and are married (80%), many with two (younger) children.• Blogging is seen to have positive impact on bloggers’ lives and the majority of bloggers saidthey would quit their job to become a full-time blogger if they could.• Most DP bloggers write about parenting (81%) and home life (72%) and write in aconversational style (83%). There is a strong sense of community amongst bloggers and mostbloggers interact with each other on a daily basis.• Most bloggers believe brands should offer compensation to bloggers for mentions ofbrands on blogs (81%) and 69% would like to be a brand ambassador. Relevance to theirblog (96%) and interest for their readers (93%) were cited by the DP bloggers as “mostimportant” for working with brands. While advertising and sponsored posts are the mostcommon ways of generating money, 58 per cent of bloggers said they did not generate anymoney from their blog.Digital Parents Community Survey 2012
• The majority of bloggers believe they can inﬂuence readers to purchase an item theyrecommend on their blog and blogs are still seen by bloggers as a better source ofinformation than traditional or mainstream media (92%).•The opportunities, creative outlet and sense of community were mentioned as bloggingbeneﬁts in the open ended comments section of the survey while challenges includedﬁnding enough time to blog.Digital Parents Community Survey 2012
THE FINDINGSIn 2012 all respondents to the Digital Parents (DP) survey were women (100%) and the majoritywere between 26-45 years of age (89%). On average DP bloggers have 2 children (44%). However,some don’t have any (3%).Please indicate your ageDigital Parents Community Survey 2012
How many children do you have?Digital Parents Community Survey 2012
Most of the bloggers’ children are toddlers, 1-3 (52%), pre-schoolers (39%) and primary school (49%).Parents with adult children were only 5% of the total. Most of the DP respondents are married (80%).What is your current marital status?Digital Parents Community Survey 2012
Besides blogging, most of the bloggers engage in part-time, freelance or casual work (52%)with only 11% in full-time paid work and 37% not in paid work. Most bloggers want to blogfull time if they could as 47% said they would quit their job if they could become a full-timeblogger and 32% said they might.A total of 5 respondents (3%) had become full-time bloggers.If you could quit your job to become a full-time blogger would you?Digital Parents Community Survey 2012
How do we blog?The majority of DP respondents have been blogging for two years or less (64%) with 34%having blogged for three years or more and most only having one blog (68%). The mostpopular topics for blogging among the DP community are parenting (81%), home life (72%)and food and cooking. Popular topics under “other” included craft and sewing andgardening. However, there was a huge range of topics ranging from Christianity tocamping, writing, photography, technology and even the occult. The content on blogsincludes personal stories (92%), how to articles (53%) and opinion pieces (50%). Productreviews are also popular (53%). Most bloggers describe their writing style as conversational(83%) with a minority describing their style as journalistic (3%), professional (4%) orconfessional (5%).Digital Parents Community Survey 2012
What sort of content do you write for your blog? Please indicate all that apply.Digital Parents Community Survey 2012
Most bloggers post between 1-2 (35%), and 3-5 times (35%) a week. The vast majority ofbloggers believe blogging has had a mostly or extremely positive inﬂuence on their lives (92%).How would you describe the impact of blogging on your life?Digital Parents Community Survey 2012
The favourite forms of social media used by bloggers (other than blogs!) are Facebook (97%),Twitter(87%), Pinterest (79%) and Instagram (63%).What types of other social media do you use besides blogs? Please tick all that apply.Digital Parents Community Survey 2012
Digital Parents Community Survey 2012THE BLOGGING COMMUNITYThe average time spent across all forms of social media is between 3 and 4 hours a day. Theblogging community is important to bloggers, with 100% saying they participate (read ANDcomment) on other people’s blogs. Over half of bloggers (57%) participate daily, with 29% doing so2-4 times a week. Motivations for participation include socialising (85%), sharing opinions (71%),recreation (55%) and gaining advice (50%) with “driving trafﬁc to my own blog” also being animportant motivator (43%). Those who ticked other (7%) wrote of community/support and oneeven wrote “solace”.
Digital Parents Community Survey 2012What motivates you to participate in other people’s blogs? Please tick all that apply.
Digital Parents Community Survey 2012Topics followed on other people’s blogs include parenting (89%), home life (79%) and food and cooking(68%), health and well-being (53%). Other popular topics are business and blogging (45%) and fashionand beauty (47%). Under the “other” heading, craft was the most popular choice. An overwhelmingmajority of bloggers (91%) believe there is a sense of community amongst bloggers while the rest areunsure.The majority of DP bloggers consider other bloggers they know to be their friends (64%) while20% were unsure and 16% disagreed.The majority of bloggers are somewhat to very satisﬁed with theblogging community (81%) with 14% neutral and only a small percentage dissatisﬁed.
Digital Parents Community Survey 2012What topics do you follow on other people’s blogs? Please indicate all that apply.
Digital Parents Community Survey 2012Do you believe there is a sense of community amongst bloggers?
Digital Parents Community Survey 2012BLOGS AND INCOME GENERATIONSponsored contentThe majority of bloggers do not currently take payment for sponsored content on their blog buta sizable proportion do (41%). While 11% do not take sponsorship and wouldn’t want to, 48%don’t but would like to.The majority of bloggers would prefer to be compensated for sponsoredcontent with both cash and free product or experience (68%), 14% would prefer cash only and13% product or experience only with 5% saying they would not accept compensation. Themajority of bloggers strongly agree or agree that bloggers should receive compensation formention of brands (81%) while 17% are neutral and only 3% disagree.
Digital Parents Community Survey 2012Have you accepted payment for sponsored content?
Digital Parents Community Survey 2012AdvertisingThe majority of bloggers are neutral about advertising on blogs (51%) while 41% like it and 8% don’tlike it. While most bloggers don’t currently take advertising, 42% do and 29% would like to. Themajority of bloggers generate less than $150 per month from advertising on their blog (57%) while only2% currently generate more than $1000 per month.Do you use advertising on your blog/s?
Digital Parents Community Survey 2012How much money do you generate from advertising on your blog per month?
Digital Parents Community Survey 2012Sponsored postsMost bloggers like (41%) or are neutral about sponsored posts on blogs (46%) and 14% don’t likethem.While more than half of bloggers don’t currently do sponsored posts (55%) 38% would like to.Do you include sponsored posts on your blog/s?Digital Parents Community Survey 2012
Digital Parents Community Survey 2012Product reviewsThe majority of bloggers like product reviews on blogs (70%) while 26% are neutral and only 4% don’tlike them.While 37% don’t do product reviews, 24% would like to and the rest do reviews weekly,monthly or rarely.Do you include product reviews on your blog/s?
Digital Parents Community Survey 2012Brand ambassadorshipThe majority of bloggers like the idea of being an ambassador for a brand (69%), but 28% have neverthought about it and 3% don’t like the idea.The majority of bloggers have been approached for somesort of writing, product review, give-away or sponsorship by a brand or PR consultant (60%).When working with brands, the most important considerations for bloggers are that the brand isrelevant to their blog (96%), it is something their readers might be interested in (93%) and the brandcontact communicates clearly (76%). The majority of bloggers don’t currently generate income fromtheir blog (58%). This statistic is 5% lower than last year so more bloggers are apparently generatingincome.Those bloggers generating income do so mainly from advertising (31%), sponsored posts (30%)and afﬁliate marketing links (12%).While 20% of bloggers generate under $1000 per annum from theirblog, 48% said they don’t make money from their blog and 16% said blogging costs them more moneythan they actually make.
Digital Parents Community Survey 2012What’s important to you when working with brands? Please indicate all that apply.
Digital Parents Community Survey 2012How do you generate money from your blog/s? Please choose all that apply.
Digital Parents Community Survey 2012How much income per annum do you make from your blog?
Digital Parents Community Survey 2012BLOGS AND INFLUENCEThe question of inﬂuence has been answered in this survey! The majority of bloggers completely orsomewhat agree they can inﬂuence their readers to purchase an item recommended on their blog(84%) while only 3% somewhat disagree and for 13% it does not apply to them. Most bloggerscompletely or somewhat agree that blogs are a better source of information than mainstream media(92%). The vast majority of bloggers (88%) have made a purchase based on a recommendation from ablog. Those that have bought goods or services have purchased child-related products (44%), beautyproducts or services (43%), fashion (37%), books (36%) and groceries (34%), to name some. Thecharacteristics of a blog that inﬂuence the respondents to buy a recommended product include “I trustthe blogger” (75%), “the blogger has similar opinions to me” (69%) and “I like the way the bloggerwrites” (63%).
Digital Parents Community Survey 2012Do you believe that blogs are a better source of information than traditional ormainstream media?
Digital Parents Community Survey 2012What have you purchased in the past six months after seeing a recommendationfrom a blog?
Digital Parents Community Survey 2012What characteristics of a blog inﬂuence your decision to purchase a recommendedproduct? Please indicate all that apply.
Digital Parents Community Survey 2012FINAL COMMENTSWhen asked about ethics, the majority felt there were no ethical issues with blogging (68%).The opportunities, creative outlet and sense of community were mentioned as blogging beneﬁtsin the open ended comments section of the survey while challenges included ﬁnding enoughtime to blog.The following comment is typical:“The main beneﬁt for me as a blogger is it has helped me reconnect with a part of myself that Ithought I had lost, and it has been an incredibly inspirational and uplifting experience (as it hashappened alongside me becoming a mum Im sure these feelings are ampliﬁed). The mainchallenge for me is ﬁnding the time to write posts, and read and engage with other bloggers.”