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2013 Parent Blogger
Benchmark Survey
Tots100 is the UK’s largest
network of parent blogs
We work with brands to
devise and implement
creative, high-quality blog
outreach campaigns
Our community has 7,000+
members and a monthly
audience of 6m readers
If you want to connect with
them, come and talk to us…
Who are the parent

bloggers?

* Data based on survey of 1,500 parent blogs conducted by Tots100, Summer 2013
Most parent
bloggers (59%)
are aged between
	
  
	
  
30 and 40
92% are female
	
  
Around half of
parent bloggers
(48%) have 2
	
  
children 	
  
9% have four or
more	
  
Bloggers are
concentrated in
the South
27% reside in the
South East
	
  
	
  

14% live in the
South West	
  
35% are stay at
home parents
25% work part
	
  
	
  
time
20% work from
home
47% have
children aged 3
or under
	
  
	
  

25% have
children aged 8
or over 	
  
36% have been
blogging for one
year
21% have blogged
	
  
	
  
for 2 years
12% have blogged
for 5 years or
more
34% prefer to be
called a “parent
blogger”
	
  
	
  

29% are happy to
be called a
“Mummy
blogger”	
  
Are bloggers digital

influencers?

* Data based on survey of 1,500 parent blogs conducted by Tots100, Summer 2013
Bloggers use:
Twitter 87%
Facebook 83%
	
  
Google+	
   59%
Pinterest 57%
Instagram 40%
YouTube 20%
87% active on
Twitter
Average of 1,470
	
  
	
  
followers
10% have more
than 3,000
followers
83% of parent
bloggers use
	
  
Facebook to
	
  
promote their
blogs
59%

of parent
bloggers have a G+
account but 36% of them
have zero followers
30% write mostly
about parenting
and kids
	
  
	
  

29% write mostly
personal opinion
25% write mostly
about products
Bloggers and the

brand
Connection
90% of UK parent
bloggers want to work
with brands
49% like trying
new products
40% like earning
	
  
extra money
	
  
from brands
31% enjoy going
to new places
with their kids
54% of bloggers say
their biggest challenge is
being noticed by PR
agencies and brands
28% say they get
much more email
than a year ago
	
  
	
  

On average, just
20% of PR emails
are of interest to
bloggers
47% of bloggers say
that a brand, agency or
SEO has asked them to
do something
unethical this year
38% of bloggers
accept paid posts
25% currently
	
  
	
  
host advertising
14% write for
brand websites
27% of parent
bloggers receive
10 or fewer PR
emails each week
	
  
	
  

5% of parent
bloggers receive
50+ emails per
week 	
  
27% of bloggers say
that they hate being
stalked by PR
agencies chasing
coverage
43% say that
brands often
send irrelevant
information
	
  
	
  

40% say brands
don’t offer to pay
for their time
and expenses
Want more?
Invite us to your place

and we’ll share all
the details*
* We like biscuits
Tweet us:
@tots100
Email us
mail@tots100.co.uk
Visit us
www.tots100.co.uk

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Tots100 2013 Parent Blogger Benchmark Survey