TWS2009 - WHO are the bloggers?


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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?

    1. 1. Background<br />Technorati has been publishing our State of the Blogosphere study since 2004<br />This year we went beyond size, geography and technological trends<br />We surveyed Technorati’s registered user base to understand:<br />Role of blogging in their lives<br />Tools, time, resources used for their blog<br />How blogging has impacted them personally, professionally and financially<br />Survey fielded in July 2008, and received 1290 responses<br />
    2. 2. WHO are the bloggers?<br />State of the Blogosphere<br />
    3. 3. Who are the bloggers?<br /><ul><li>Two-thirds of bloggersare male
    4. 4. Two thirds-of bloggers are 25-44, and one in four are 45+
    5. 5. 44% of bloggers are parents; among them, half have one or more children under the age of five
    6. 6. Bloggers are a highly-educated group
    7. 7. 70% have college degrees</li></ul>What is your gender? n=1,290<br />What is your marital status? n=1,290<br />Are you a parent? n=1,290<br />What are the ages of the children who live at home with you?n=1,290<br />In which group does your household income fall, before taxes? n=1,032<br />
    8. 8. U.S. bloggers are more educated and affluent than the general Internet population<br />Source: ComScore Plan Metrix, July 2008 <br />
    9. 9. Blogging is a truly global phenomenon<br />Bloggers responded from all six continents, live in 66 different countries and publish their blogs in 20 languages <br />43% of blogger respondents live in the U.S.<br />72% publish their blog in English (survey was only provided in English)<br />What country do you live in? n=1,290<br />In what language do you publish your blog n=1,290<br />
    10. 10. Bloggers self-identified as Personal, Professional, or Corporate bloggers<br />PERSONAL: blog about topics of personal interest not associated with your work<br />PERSONAL BLOGGERS<br />(79% of total)<br />PROFESSIONAL: blog about your industry and profession but not in an official capacity for your company<br />CORPORATE<br />BLOGGERS<br />(12% of total)<br />CORPORATE: blog for your company in an official capacity<br />PROFESSIONAL<br />BLOGGERS<br />(46% of total)<br />There is overlap between the segments<br />Corporate bloggers:<br /><ul><li>69% are also personalbloggers
    11. 11. 65% are professionalbloggers</li></ul>Professional bloggers:<br /><ul><li>59% are also personalbloggers
    12. 12. 17% are corporatebloggers</li></li></ul><li>Personal Bloggers do it for Fun … But Wouldn’t Mind the Cash<br />PERSONAL <br />More than 4 in 10 personal bloggers hope to make money on their blog some day.<br />One in five are already making money on their blogs<br />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)<br />
    13. 13. FEMALE<br />Blogger Highlights<br />34% of blogger population<br />Only 9% of female bloggers are 18-24 (vs. 15% male)<br />Some expected truths:<br /><ul><li>More likely to be personal bloggers (83% vs 76% of men)
    14. 14. Blogging topics are also more likely to be personal: Personal musings (66% vs. 47%), Family updates (36% vs. 16%)
    15. 15. Women blog to stay connected and make connections. Why they blog:
    16. 16. To keep friends and family updated (45% vs. 25% of men)
    17. 17. To meet and connect with like minded people (69% vs. 58% of men)
    18. 18. Their blogging style more likely to be conversational (75% vs. 59% of men)</li></ul>And less expected truths:<br /><ul><li>Female blogers are more sophisticated about advertising:
    19. 19. Twice as likely to sell through an ad network (16% vs. 7%)
    20. 20. And more likely to have affliate links (41% vs. 32%)
    21. 21. They are also savvy about driving traffic to their blogs
    22. 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. 23. 36% have converted business leads from their blogs (vs 27% of men)</li></li></ul><li>The What and why of blogging<br />State of the Blogosphere<br />
    24. 24. Blogging topics are diverse<br /><ul><li>News and business topics are as prevalent as personal topics</li></ul>“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 <br />What topics do you blog about? n=1,290<br />
    25. 25. Self expression tops the reasons for blogging<br /><ul><li>Career advancement or monetary reasons are cited by one in four bloggers as motivations for blogging</li></ul>Please tell us why you blog. n=1,290<br />
    26. 26. One in three bloggers are concerned about blog readers learning their identity<br />Of those concerned about exposing their identity, primary concerns surround the impact on family and friends<br />How important is it to you to conceal your real identity on your blog?<br />
    27. 27. Blogging also has opened up unique opportunities for them<br />Have you been invited to any of the following as a result of your blog? n=1,290<br />
    28. 28. INTERNATIONAL<br />Blogger Highlights<br />57% of blogger population<br />Majority from Europe & Asia<br />Half are published in English<br />International bloggers are similar to early U.S. bloggers:<br /><ul><li>Male (73% vs. 57% of U.S. bloggers)
    29. 29. Younger
    30. 30. 17% are 18-24 (vs. 8% of U.S. bloggers
    31. 31. Only 10% are over 50 (vs. 21% of bloggers
    32. 32. Concerned about privacy
    33. 33. 36% don’t want people to know their identity (vs. 26% in the U.S.)
    34. 34. Of those, main concern is around family harassment (49% vs. 34)</li></ul>In some ways less sophisticated:<br /><ul><li>Less savvy about driving traffic to their blog
    35. 35. Less likely to participate in Web 2.0 activities
    36. 36. 17% are 18-24 (vs. 8% of U.S. bloggers
    37. 37. Only 10% are over 50 (vs. 21% of bloggers)</li></ul>In other ways more savvy:<br /><ul><li>Twice as likely to include paid postings (8% vs. 4% for U.S.)
    38. 38. More likely to get offered free products
    39. 39. electronics (26% vs. 14% for U.S. bloggers)
    40. 40. computers (30% vs. 11% for U.S. bloggers)</li></li></ul><li>One in four bloggers spend more than 10 hours per week on their blog<br />Only 15% spend less than one hour per week on their blog<br />On average, how much time do you spend blogging each week? n=1,290<br />
    41. 41. Half update their blog daily<br /><ul><li>Bloggers post an average of 38 entries per month
    42. 42. 42% of bloggers report that they blog more frequently than when they started
    43. 43. 23% blog less frequently</li></ul>On average, how frequently do you update your blog? n=1,290<br />
    44. 44. Median investment in blogs is minimal<br />However, select bloggers invest $100k annually<br />Corporate bloggers have highest investment<br />How many dollars have you invested in your blog over the past year? n=1,290<br />
    45. 45. Bloggers are savvy (and resourceful) in generating traffic<br /><ul><li>Median Links from blog to other web sites: 29 (mean=3,405)
    46. 46. Median links from other web sites to blog: 30 (mean=4,816)</li></ul>Which of the following activities do you participate in to attract visitors to your blog? n=1,290<br />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<br />
    47. 47. And they are sophisticated with the use of tools<br />Which of the following tools do you use with your blog? n=1,290<br />
    48. 48. Personal satisfaction is key success metric for 3 in 4 bloggers<br /><ul><li>However, bloggers also track a variety of quantitative metrics to measure their success</li></li></ul><li>Blogging for profit<br />State of the Blogosphere<br />
    49. 49. The majority of bloggers have some advertising on their site<br />Professional and corporate bloggers have more search ads, display ads, and affiliate marketing on their sites<br />Do you have advertising on your site, or receive cash or products through the following means? n=1,290<br />
    50. 50. Among those with advertising, two-thirds use AdSense or other contextual ads<br /><ul><li>1 in 5 negotiate with advertisers directly
    51. 51. Minority sell through an ad network or have a sales person</li></ul>How do you manage advertising on your blog? n=610<br />
    52. 52. Average annual blogger revenue is over $6,000<br />However, this is skewed by the top 1% who earn $200k+<br />Mean among those with 100,000 unique users is $75,000 in revenue<br />What is your annual estimated revenue from advertising on your blog? n=406<br />
    53. 53. HIGH REVENUE<br />Blogger Highlights<br />78% male (vs. 66%)<br />42% self employed (vs. 22%)<br />60% professional (vs. 46%)<br />19% corporate (vs. 12%)<br />More sophisticated:<br /><ul><li>Use more tools on average
    54. 54. 57% have had a readership event (vs. 32%)
    55. 55. More likely to sell through an ad network:</li></ul>- 15% online ad network (vs. 8%)<br />- 19% blog network (vs. 10%)<br /><ul><li>More likely to have affiliate ads (48% vs. 35%)</li></ul>Require more resources and invest more:<br /><ul><li>Spend more time blogging:
    56. 56. 81 monthly blog posts (vs. 37)
    57. 57. 57% spend more than 10 hours weekly blogging (vs. 24%)
    58. 58. Average investment is $7,400 (vs. $1,600)</li></li></ul><li>Bloggers are enjoying CPMs on parity with large publishers<br />International bloggers are commanding CPMs twice as high as those in the U.S. on average <br />What is the average CPM (cost per thousand impressions) that you receive for advertising on your site? n=172<br />
    59. 59. International CPC rates are also much higher<br />What is the average CPC (cost per click) that you receive for advertising on your site? n=130 <br />
    60. 60. Halfof corporate bloggershavecreatedaneventfortheirreadership<br />The majority of these events are in person<br />30% of personal bloggers have created an event for their readers<br />One in five bloggers have hosted an in-person event<br />Have you ever worked with your readership to create an event either online or in person? n=1,290<br />
    61. 61. Blogging has benefits<br />Do you attend events to get material for your blog? n=1,290<br />Do you ever get free admission or other perks in exchange for writing about these events on your blog? n=717<br />Do you ever get free products to review on your blog? n=1,290<br />Have you been approached to write as an advocate for a product or service? n=1,290<br />Were you offered compensation (monetary or product) n=436<br />Half of bloggers attend events for their blog<br /><ul><li>Among those bloggers who attend events, one third do so for free</li></ul>One in three bloggers has been approached to be a brand advocate<br /><ul><li>Of those approached to be brand advocated, 61% were offered payment
    62. 62. Corporate bloggers are most likely to be approached to be brand advocates (46%)</li></ul>One third have been approached to be product advocates, and 5% are “spokesbloggers”<br />One third of bloggers have received free products<br />
    63. 63. Brands enter the blogosphere<br />Corporate and professional bloggers are more likely to blog about company information and less likely to post product/brand reviews<br />Men and women equally likely to blog about products or brands<br />Do you talk about products or brands on your blog? n=1,290<br />
    64. 64. Blogs and traditional media<br />State of the Blogosphere<br />
    65. 65. Blogs are gaining credibility<br /><ul><li>37% of bloggers have been quoted in traditional media based on a blog post
    66. 66. However, 1 in 5 bloggers think that newspapers will not be able to survive</li></ul>How much do you agree with the following statements? n=1,290<br />
    67. 67.
    68. 68.
    69. 69. Bloggers spend 3.5x time on the Internet compared to TV<br /><ul><li>Bloggers spend almost as much time on their mobile devices as watching TV</li></ul>On average, how much time do you spend weekly doing the following activities? n=1,290<br />
    70. 70. Bloggers are active Web 2.0 participants<br />Please tell us which of the activities you do online regularly. n=1,290<br />
    71. 71. Among bloggers, other blogs are the most influential form of brand messaging<br />What types of advertising or content entice you to learn more about a product or service? n=1,290<br />