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Background,[object Object],Technorati has been publishing our State of the Blogosphere study since 2004,[object Object],This year we went beyond size, geography and technological trends,[object Object],We surveyed Technorati’s registered user base to understand:,[object Object],Role of blogging in their lives,[object Object],Tools, time, resources used for their blog,[object Object],How blogging has impacted them personally, professionally and financially,[object Object],Survey fielded in July 2008, and received 1290 responses,[object Object]
WHO are the bloggers?,[object Object],State of the Blogosphere,[object Object]
Who are the bloggers?,[object Object],[object Object]
Two thirds-of bloggers are 25-44, and one in four are 45+
44% of bloggers are parents; among them, half have one or more children under the age of five
Bloggers are a highly-educated group
70% have college degreesWhat is your gender? n=1,290,[object Object],What is your marital status? n=1,290,[object Object],Are you a parent? n=1,290,[object Object],What are the ages of the children who live at home with you?n=1,290,[object Object],In which group does your household income fall, before taxes? n=1,032,[object Object]
U.S. bloggers are more educated and affluent than the general Internet population,[object Object],Source: ComScore Plan Metrix, July 2008 ,[object Object]
Blogging is a truly global phenomenon,[object Object],Bloggers responded from all six continents, live in 66 different countries and publish their blogs in 20 languages ,[object Object],43% of blogger respondents live in the U.S.,[object Object],72% publish their blog in English (survey was only provided in English),[object Object],What country do you live in? n=1,290,[object Object],In what language do you publish your blog n=1,290,[object Object]
Bloggers self-identified as Personal, Professional, or Corporate bloggers,[object Object],PERSONAL: blog about topics of personal interest not associated with your work,[object Object],PERSONAL BLOGGERS,[object Object],(79% of total),[object Object],PROFESSIONAL: blog about your industry and profession but not in an official capacity for your company,[object Object],CORPORATE,[object Object],BLOGGERS,[object Object],(12% of total),[object Object],CORPORATE: blog for your company in an official capacity,[object Object],PROFESSIONAL,[object Object],BLOGGERS,[object Object],(46% of total),[object Object],There is overlap between the segments,[object Object],Corporate bloggers:,[object Object],[object Object]
65% are professionalbloggersProfessional bloggers:,[object Object],[object Object]
17% are corporatebloggers,[object Object]
FEMALE,[object Object],Blogger Highlights,[object Object],34% of blogger population,[object Object],Only 9% of female bloggers are 18-24 (vs. 15% male),[object Object],Some expected truths:,[object Object],[object Object]
Blogging topics are also more likely to be personal: Personal musings (66% vs. 47%), Family updates (36% vs. 16%)
Women blog to stay connected and make connections. Why they blog:
To keep friends and family updated (45% vs. 25% of men)
To meet and connect with like minded people (69% vs. 58% of men)
Their blogging style more likely to be conversational (75% vs. 59% of men)And less expected truths:,[object Object],[object Object]
Twice as likely to sell through an ad network (16% vs. 7%)
And more likely to have affliate links (41% vs. 32%)
They are also savvy about driving traffic to their blogs
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
36% have converted business leads from their blogs (vs 27% of men),[object Object]
Blogging topics are diverse,[object Object],[object Object],“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 ,[object Object],What topics do you blog about? n=1,290,[object Object]
Self expression tops the reasons for blogging,[object Object],[object Object],Please tell us why you blog. n=1,290,[object Object]
One in three bloggers are concerned about blog readers learning their identity,[object Object],Of those concerned about exposing their identity, primary concerns surround the impact on family and friends,[object Object],How important is it to you to conceal your real identity on your blog?,[object Object]
Blogging also has opened up unique opportunities for them,[object Object],Have you been invited to any of the following as a result of your blog? n=1,290,[object Object]
INTERNATIONAL,[object Object],Blogger Highlights,[object Object],57% of blogger population,[object Object],Majority from Europe & Asia,[object Object],Half are published in English,[object Object],International bloggers are similar to early U.S. bloggers:,[object Object],[object Object]
Younger
17% are 18-24 (vs. 8% of U.S. bloggers
Only 10% are over 50 (vs. 21% of bloggers
Concerned about privacy
36% don’t want people to know their identity (vs. 26% in the U.S.)
Of those, main concern is around family harassment (49% vs. 34)In some ways less sophisticated:,[object Object],[object Object]
Less likely to participate in Web 2.0 activities
17% are 18-24 (vs. 8% of U.S. bloggers
Only 10% are over 50 (vs. 21% of bloggers)In other ways more savvy:,[object Object],[object Object]

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TWS2009 - WHO are the bloggers?

Editor's Notes

  1. 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”