UK Parent BloggerBenchmark Survey 2012
An Influential Community21% of UK women read parenting blogsweekly 		50% of bloggers have made a purchasebecause of a blog...
Who are Parent Bloggers?97% of parent blogs	are 	written by women		90% are married		75% have 1 or 2 children		57% aged 30-...
The Digital Parent98% of Mum bloggers use 	Twitter and Facebook 		90% use a smartphone		34% also own an iPad 		89% go onli...
More Than Just a MumVirtually all parent blogs cover topics      other than parenting, including: 	                       ...
Why do parents blog?82% of Mum bloggers started blogging asa creative outlet 		72% say they blog to 	capture family memori...
Blogging is Oh-So Social	50% of Mum bloggers have 	met other local bloggers 		45% have attended a PR 	or brand event		30% ...
Blogging for Fun75% of Mum bloggers say 	blogging makes them happier		50% say blogging offers	vital emotional support		30%...
Savvy Shoppers93% of Mum bloggers 	research online before	making important 	purchases		50% have made apurchase based on ab...
PR Friendly82% of bloggers welcome contact 	from brands and PRs 		75% received free 	products in 2012
PR Friendly     Bloggers are interested in: 	                                	                 Reviews (92%) 	            ...
Changing LandscapeThe number of blogs	accepting paid links	fell from 49% in 2011	to 20% in 2012 		75% of blogs have made 	...
Thorny Issues90% of Mum bloggers think	disclosure is important 		A third have been asked 	by a brand NOT to 	disclose a pa...
The PR ConundrumMany brands are targeting the same smallnumber of bloggers. 		50% of blogs receive one or fewer 	PR pitche...
What we Do      	  Tots100 is a network of 4,000+ 	          active UK parent blogs	                                  	  W...
www.tots100.co.uk	       	   @tots100
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Tots100 2012 Parent Blogger Benchmark Study

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Why do parents blog?
How do bloggers feel about brands?
What should PR agencies know about blog outreach?

Find out in the 2012 Parent Blogger Benchmark Study from Tots100, the largest study ever conducted of UK Mum and Dad bloggers.

For more information find us at www.tots100.co.uk

Published in: Technology
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Tots100 2012 Parent Blogger Benchmark Study

  1. 1. UK Parent BloggerBenchmark Survey 2012
  2. 2. An Influential Community21% of UK women read parenting blogsweekly 50% of bloggers have made a purchasebecause of a blog recommendation Tots100 bloggers have a weekly audience of 500,000 readers 4,000+ active UK parent blogs
  3. 3. Who are Parent Bloggers?97% of parent blogs are written by women 90% are married 75% have 1 or 2 children 57% aged 30-40
  4. 4. The Digital Parent98% of Mum bloggers use Twitter and Facebook 90% use a smartphone 34% also own an iPad 89% go online daily
  5. 5. More Than Just a MumVirtually all parent blogs cover topics other than parenting, including: Travel/Days Out (57%) Cookery/Food (51%) Shopping (47%) TV/books (41%) Crafts (41%)
  6. 6. Why do parents blog?82% of Mum bloggers started blogging asa creative outlet 72% say they blog to capture family memories
  7. 7. Blogging is Oh-So Social 50% of Mum bloggers have met other local bloggers 45% have attended a PR or brand event 30% have attended a blog conference or workshop
  8. 8. Blogging for Fun75% of Mum bloggers say blogging makes them happier 50% say blogging offers vital emotional support 30% say blogging makes them better informed
  9. 9. Savvy Shoppers93% of Mum bloggers research online before making important purchases 50% have made apurchase based on ablog recommendation
  10. 10. PR Friendly82% of bloggers welcome contact from brands and PRs 75% received free products in 2012
  11. 11. PR Friendly Bloggers are interested in: Reviews (92%) Events (77%) Paid Posts (69%) Less than half are interested in press releases and product info
  12. 12. Changing LandscapeThe number of blogs accepting paid links fell from 49% in 2011 to 20% in 2012 75% of blogs have made no changes to their site in light of EU Cookie Regulations
  13. 13. Thorny Issues90% of Mum bloggers think disclosure is important A third have been asked by a brand NOT to disclose a payment
  14. 14. The PR ConundrumMany brands are targeting the same smallnumber of bloggers. 50% of blogs receive one or fewer PR pitches per week 7% of blogs receive more than 25 per week
  15. 15. What we Do Tots100 is a network of 4,000+ active UK parent blogs We work with brands to devise and deliver blogger outreach that gets parents talking Tots100Ads is a new ad network for UK parent blogs, from Tots100
  16. 16. www.tots100.co.uk @tots100

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