Feature: State of the Blogosphere 2011

State of the Blogosphere 2011: Part 1 - Page 2

Author: StateOfThe Blogosphere
Published: November 04, 2011 at 10:52 am


We continue to see a very large overlap between bloggers and traditional media. Almost one third of bloggers have worked for the traditional media, with a monthly magazine being the most common form (41%). 55% of Professional Full Timers and half of all Corporate bloggers have worked for a monthly magazine in the past. Of those who have worked with traditional media, 24% are still employed and blog separately.

Nearly all (96%) bloggers have an independent blog.

81% report that their blog is part of a non-media company.


The blogosphere is influencing itself – respondents say that the number one influence on the topics they blog about are other blogs they read, a huge jump from 2010. Conversations with friends and social media accounts are also influencing blogging topics.

38% of respondents say they blog about brands that they love or hate. 33% of Professional Part Timers post reviews at least once a week.

Among Hobbyists and Professionals working with brands, product reviews have elicited the most positive response. Among Corporate and Entrepreneur bloggers, the best response has come from advice or consultative content.

65% of bloggers use social media to follow brands, and this holds fairly consistently across blogger types, indicating a common practice. Further, blogging on these brands is a common activity.

Bloggers are being actively courted. Nearly four out of 10 overall, 59% of Professional Part Timers, and 66% of Professional Full Timers have been approached to write about or review products. Pros are approached eight times per week on average. The most frequently approached Hobbyist, Professional Part Time, Professional Full Time, and Entrepreneur bloggers report being approached more than 200 times per week.

The majority of bloggers report that they are influenced by the overall behavior of a brand or company. Close to 20% of bloggers report that they boycott products as a result.

Nine out of ten bloggers (91%) say it is important that the advertising on their blogs align with their values. Corporate bloggers see this as less important, with 11% agreeing that advertising does not need to align with values.

The majority of bloggers feel that bloggers are treated less professionally by brand representatives compared to traditional media.

Among those bloggers working with brands, most who have an opinion characterize their interactions with brand representatives as somewhat favorable, but a full 40% don’t know – indicating these relationships are still emerging.

Among those who work with brands, most would prefer to work directly rather than with an intermediary.

Professional Full Time bloggers view communications from brands as valuable for the most part, though 19% say brands are asking for things that would hurt bloggers’ credibility or content standards.

Product reviews are the most common type of brand programs among bloggers. Professionals also participate in traditional PR announcement coverage and sponsored posts.

More than half of respondents indicate they would participate in product reviews.

Most (86%) – but not all – bloggers who participated in sponsored posts indicate that they disclosed that the post was sponsored or paid.

After reviewing a product, 58% disclosed that they had been given the product for review, and 53% kept it.

Among those working with brands, 45% are aware of the FTC ruling on disclosure. Professional Part Timers and Full Timers have higher awareness (56% and 64% respectively) of it. 59% said the ruling had not had any effect on their blogging activities.

We asked bloggers to name their most and least favorite brands to work with. There is a lot of overlap, particularity with Apple and Microsoft. Google and Amazon really stand out as favorite brands to work with, and don’t resonate much as least favorite brands.

Who are your three favorite brands to work with?

Who are your three least favorite brands to work with?

We asked respondents for their views on blogging vs. other types of media. Among other things, we found that more than two thirds believe their blogs are getting taken more seriously as sources of information, with 76% of Professional Full Timers agreeing.


Overall, 14% of bloggers spend at least 21 hours per week visiting social media sites. About two thirds spend less than an hour watching TV shows on their computer, tablet or smartphone or uploading photos to photo-sharing sites.

Continued on the next page

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