WHO: Bloggers, Brands and Consumers - Day 1 SOTB 2010
Welcome to Technorati's State of the Blogosphere 2010 report. Since 2004, our annual study has followed growth and trends in the blogosphere. For 2010, we took a deeper dive into the entire blogosphere, with a focus on female bloggers. This year's topics include: brands embracing social media, traditional media vs. social media, brands working with bloggers, monetization, smartphone and tablet usage, importance of Twitter and Facebook, niche blogging, and changes within the blogosphere over 2010.
Day 1 Contents: Blogger Demographics Bloggers and Traditional Media Influencing the Influencers Brands in the Blogosphere Media Habits of Bloggers Consumers in the Blogosphere Demographics Overall, bloggers are a highly educated and affluent group. Nearly half of all bloggers we surveyed have earned a graduate degree. As expected in the wake of a recession, we did see a slight drop in income; however, bloggers are still more affluent than the general population. 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. |
Interview
Companies Embrace Social Media To Reach Target Customers"When it comes to social media, companies are no longer questioning, 'do we participate?' They are asking 'how'?"
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- Two-thirds of bloggers are male.
- 65% are age 18-44.
- Bloggers are more affluent and educated than the general population:
- 79% have college degrees / 43% have graduate degrees
- 1/3 have a household income of $75K+
- 1/4 have a household income of $100K+
- 81% have been blogging more than 2 years.
- Professionals have an average of 3.5 blogs.
- Professionals blog 10+ hours/week.
- 11% say blogging is their primary income source.
Although our survey was administered only in English, bloggers responded from 24 countries, with nearly half from the United States.
Geographically, bloggers in the US are pretty evenly distributed across the country. The states with the highest concentrations of bloggers are:
California: 15%
New York: 8%
Texas: 6%
Florida: 4%
Illinois: 4%
Massachusetts: 4%
Virginia: 4%
Washington: 4%
Georgia: 3%
New Jersey: 3%
| While half of Corporate bloggers received no annual salary for blogging, the mean non-salary income of that blogger type was $17,101. 54% report an annual household income of $50,000 or more. This seems to indicate that the majority of Corporate bloggers are using any revenue from blogging as a supplement to their household income. |
Interview
Brands Reaching Out To Women Of Color"Studies have shown that women of color are more apt to 'fan or like' the brands that they love on Facebook. They are more apt to share links and follow the brands that they love on Twitter. If companies are not thinking about how to incorporate women of color in their campaigns, they are missing a huge market."
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Over the past several years, we've seen blogging move firmly into the mainstream. Half of bloggers who responded are working on at least their second blog, and 81% have been blogging for two years or more. 96% have been blogging for at least a year.
About half of respondents have written blogs before the one they write now.
Among Corporate and Self-Employed bloggers taken together, 11% of respondents derive their primary income from blogging. Half of Corporate bloggers derive their primary income from blogging.
There is a 60/40 split between respondents who blog up to three hours per week and those who blog more than three hours per week. Part Timers and Corporates are more likely to blog more than three hours each week; 61% and 77% reported doing so, respectively. 13% of all respondents say they blog more than ten hours a week—as do 24% of Part Timers and 56% of Corporates.
Only 3% of respondents overall report updating their blog five or more times a day. The most common rate of updating is two to three times per week. On the whole, Corporate bloggers tend to update their blog more frequently than other types of bloggers, with 29% reporting that they updated their blog at least five times a day. Additionally, 54% of Corporate bloggers report blogging more now than they did when they first launched their blog. Continued on the next page
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