Many sneer at the lowly blog. But as Singer points out, it is worth remembering the fact that a whopping 133,000,000 blogs have been indexed by Technorati since 2002. And according to Universal McCann, 77% of active Internet users read blogs.
Dead? Dying? I don’t think so. The blogosphere keeps chugging along.
Don’t underestimate its power.
And please enjoy the statistics listed below!
Demographics of bloggers:
• Two-thirds are male
• 60% are 18-44
• 75% have college degrees
• 40% have graduate degrees
• One in three has an annual household income of $75K+
• One in four has an annual household income of $100K+
• Professional and self-employed bloggers are more affluent: nearly half have an annual household income of $75,000 and one third topped the $100,000 level
• More than half are married
• More than half are parents
• Half are employed full time, however ¾ of professional bloggers are employed full time.
• Around half of bloggers are working on at least their second blog, and 68% have been blogging for two years or more
• 86% have been blogging for at least a year
Motivations of bloggers:
• 70% of all respondents say that personal satisfaction is a way they measure the success of their blog
• Bloggers are most likely to describe themselves as “sincere” (75%).
• 16% describe themselves as snarky.
• 71% say they blog at least in part in order to speak their minds.
• 72% say they blog in order to share their expertise.
• 61% say they blog in order to supplement their income.
• 53% of professional bloggers are interested in attracting new clients from blogging.
• 72% of those who are self-employed and blogging are interested in attracting new clients.
• 19% are concerned that their employers might disapprove of their views on their blog.
• For most bloggers (81%), even if the economic downturn has disrupted lifestyles or lives it has not changed the kind of topics or themes they write about.
• 63% of respondents say that blogging has led them to become more involved with things they’re passionate about as a result of blogging.
• Respondents report that blogging has had chiefly positive impacts on their personal lives; just 6% say that relationships with friends or family members have suffered as a result of blogging.
• 42% have become friends with someone they’ve met in person through their blog.
• 15% say that they have more executive visibility within their company as a result of blogging.
• 57% say that their future plans include blogging even more (including 74% of 18-24 year olds).
• 35% – including 43% of part-timers – plan to one day publish a book.
• Part-Timers, Pros, and Self-Employeds are blogging as much as or more than ever (73%, 76% and 80%, respectively), while Hobbyists are blogging somewhat less.
The how of blogging
• 15% of bloggers spend 10 or more hours each week blogging.
• One in five bloggers report updating on a daily basis.
• The most common rate of updating is 2-3 times per week.
• When looking at bloggers by Technorati Authority, higher Authority bloggers are much more prolific content creators, posting nearly 300 times more than lower ranked bloggers.
• The majority of blogs use tags (85%).
• Bloggers are very familiar with the technology they use to publish on the Internet – only 2% of all respondents say that they don’t know how their blog was built. (This data confirms “geeks” are the new influencers.)
• 13% say that they built their blogs themselves from scratch.
• 59% of respondents use a free third party hosting service.
• 82% of respondents say that they post photos to their blog, making images the most popular form of multimedia.
• 13% of all respondents say that they never post any images/videos/audio to their blogs, preferring to just use text.
• Of those who use media other than text, 73% say that that they also create the photos, video, or audio they post themselves about half of the time.
• 75% of those who use syndication syndicate full content.
• 20% of all users report having updating their blog or adding content from their mobile device.
• 59% percent report doing so at least somewhat more this year than they did last year.
• Fewer than 10% of bloggers say they don’t know the traffic to their blogs.
• Bloggers participate in an average of 5 activities to drive traffic to their blogs.
• On average 27% of a blogs page views come as referrals from a horizontal search engine.
• 74% of all respondents use a third party service to track their site traffic. Google Analytics is by far the most popular tool in the space.
• 72% of respondents are classified as Hobbyists, meaning that they report no income related to blogging
• Of those who have monetized their blogging to at least some extent:
• 54% are Part-Timers
• 32% are Self-Employeds
• 14% are Corporates
• 15% say they are paid to give speeches on the topics they blog about.
• 51% of Corporates – 58 respondents – report receiving a salary for blogging.
• Evaluating positive and negative cashflows, the mean profits for blogs with reported revenues is $57,369.20.
• 89% believe that it is important that the advertising placed on their blogs align with their values.
• More than 2 out of 3 bloggers monetizing their sites leverage self-service ad platforms.
• Comparing 2008 to 2009 there has been a 68% increase in the number blogs with ad tags installed.
• 70% of bloggers are talking about brands on their blog organically.
• 46% of respondents post about the brands they love (or hate).
• 38% post brand or product reviews.
• Part-Timers, and Self-Employed bloggers are talking about brands at a much higher rate (80%), with one in three posting reviews at least once a week.
• 71% of all respondents who maintain blogs for a business – their own or one they work for – report that they have increased their visibility within their industries through their blogs.
• 56% say that their blog has helped their company establish a positioning as a thought leader within the industry.
• 58% say that they are better-known in their industry because of their blog
Twitter and blogging
• Just 14% of the general population use Twitter – but 73% of respondents in the 2009 State Of The Blogosphere survey do.
• 52% syndicate their blog posts to their Twitter Account, and 41% do so while also posting tweets that are not associated with their blogs.
• 26% of bloggers who also use Twitter say that the service has eaten into the time they spend updating their traditional blogs – though 65% say it has had no effect.
• 35% of those who do not use Twitter say it’s because they do not understand the point . And 54% report that they don’t feel the need to broadcast their life, despite the popularity of “personal musings” as a blog topic.
• Blogs with greater than 100 page views a day received on average .83% of their page views from Twitter referrals. This referral percentage was constant as the audience size of the blog increased.