There have been a number of studies aimed at understanding the size of the Blogosphere, says the report, yielding disparate estimates, but all studies agree that blogs are a global phenomenon that has hit the mainstream. Reports in 2008 include these estimates:
comScore MediaMetrix reports: (August 2008)
eMarketer says: (May 2008)
Universal McCann finds: (March 2008)
Wikipedia defines the Blogosphere as the collective community of all blogs. interconnected and socially networked. While discussions in the Blogosphere have been used by the media as a gauge of public opinion, Technorati isolates the Active Blogosphere as the ecosystem of interconnected communities of bloggers and readers at the convergence of journalism and conversation.
But, says the study, as the Blogosphere grows in size and influence, the lines between what is a blog and what is a mainstream media site become less clear. Larger blogs are taking on more characteristics of mainstream sites and mainstream sites are incorporating styles and formats from the Blogosphere. In fact, 95% of the top 100 US newspapers have reporter blogs.
Technorati tracked blogs in 81 languages in June 2008, and bloggers from 66 countries across six continents, finding that Bloggers have been at it an average of three years and are collectively creating close to one million posts every day. Blogs have representation in top-10 web site lists across all key categories, and have become integral to the media ecosystem.
The key findings included such things as:
Global Snapshot of Bloggers | |||
| U.S. Bloggers | European Bloggers | Asian Bloggers |
Male | 57% | 73% | 73% |
Age |
|
|
|
18-34 years old | 42% | 48% | 73% |
35+ | 58% | 52% | 27% |
Single | 26% | 31% | 57% |
Employed full-time | 56% | 53% | 45% |
Household income >$75,000 | 51% | 34% | 9% |
College graduate | 74% | 67% | 69% |
Average blogging tenure (months) | 35 | 33 | 30 |
Median Annual Investment | $80 | $15 | $30 |
Median Annual Revenue | $200 | $200 | $120 |
% Blogs with advertising | 52% | 50% | 60% |
Average Monthly Unique Visitors | 18,000 | 24,000 | 26,000 |
Technorati, State of the Blogosphere, October 2008 |
Segment Snapshot of Bloggers | |||||
| Personal | Corporate | Professional | With Advertising | No Advertising |
Male | 64% | 70% | 72% | 66% | 66% |
Age |
|
|
|
|
|
18-34 years old | 52% | 45% | 48% | 53% | 45% |
35+ | 48% | 55% | 52% | 47% | 55% |
Single | 36% | 24% | 31% | 34% | 34% |
Employed full-time | 52% | 51% | 55% | 49% | 56% |
Household income>$75k | 37% | 49% | 42% | 40% | 37% |
College graduate | 70% | 74% | 74% | 69% | 72% |
Average blogging tenure (months) | 35 | 35 | 38 | 35 | 33 |
Median Annual Investment | $100 | $200 | $150 | $100 | 0 |
Median Annual Revenue | $120 | $250 | $300 | $200 | 0 |
% Blogs with Advertising | 53% | 64% | 59% | 100% | 0% |
Average Monthly Unique Visitors | 12,000 | 39,000 | 44,000 | 46,000 | 4,000 |
Technorati, State of the Blogosphere, October 2008 |
Global Bloggers by Gender | ||
| Female | Male |
Personal Blog | 83% | 76% |
Professional Blog | 38% | 50% |
Age |
|
|
18-24 years old | 9% | 15% |
25+ | 91% | 85% |
Single | 29% | 36% |
Employed full-time | 44% | 56% |
Median Annual Investment | $30 | $60 |
Median Annual Revenue | $100 | $200 |
% Blogs with advertising | 53% | 54% |
Sell Through a Blog ad Network* | 16% | 7% |
Have Affiliate ads* | 41% | 32% |
Have Contextual ads* | 61% | 73% |
Technorati, State of the Blogosphere, October 2008 (*Among those with advertising on their blogs) |
In 2004 when Technorati started, says the report, the typical reaction to the word ‘blog' was ‘huh?' Today... the blog has forever changed the way publishing works... anyone can be a publisher. The issue is no longer distribution, it's relevance.
For additional information, please visit Technorati here.
Given that only about a tenth of Fortune 500 companies maintain official blogs, it seems they are missing a big opportunity. This survey shows that the blogger demographic is educated, affluent and influential.
I guess the big companies just don't get that when they have their own blogs or engage with bloggers, that they are becoming part of the conversation: getting that most valuable goal of marketing -- to talk one-on-one with customers.
Nice report - but I have a few questions. First, it says that a majority of bloggers surveyed (how many were surveyed?) have advertising on their blogs. Since the majority of bloggers (99%) haven't updated in the last 7 days, how many readers could they really have??
http://tinyurl.com/5xkv3e
TO'B
Tom and Roger raise important questions and I have a few of my own:
1. How many unemployed, laid off, workers utilize blogging as a tool in their job search, as a new entrepreneurial endeavor, or as a marketing tool for their own new small business?
2. The biggest challenge I face is being able to accurately measure the traffic of entrepreneurs who claim to be SEO or Social Media "experts." If I can not find anything more accurate than sampling services like Alexa or Quantcast (missing info and skewed) then how am I to understand the validity of the statistics presented in this article?