Day 1: Who Are The Bloggers? SOTB 2009

Overall, bloggers are a highly educated and affluent group. Nearly half of all bloggers we surveyed have earned a graduate degree, and the majority have a household income of $75,000 per year or higher. As blogging is now firmly a part of the mainstream, we see that the average blogger has three or more blogs and has been blogging for two or more years. We are also noticing an ever-increasing overlap between blogging and mainstream media.

So who are the bloggers? Let's delve into the demographics:

• Two-thirds are male
• 60% are 18-44
• The majority are more affluent and educated than the general population
    ◦ 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.The percentage of bloggers with more schooling increases with just about every educational milestone. The portion does decrease with those who have completed "some graduate work," perhaps due in part to their notorious workload. Of the respondents, one in three bloggers has an annual household income of $75,000. One in four earns over $100,000.

Continued on the next page

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