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  • Women Blogging Study

    Transféré par

    cvillain
    46 vues19 pages
    Did you know that: * 36.2 million women actively participate in the blogsophere every week (15.1 publishing, 21.1 reading and commenting)? (Page 3 of report below) * Women are so passionate about blogging that large percentages of women said they would give something up to keep the blogs they read and/or write: - 55% would give up alcohol - 50% would give up their PDAs - 42% would give up their i-Pod - 43% would give up reading the newspaper or magazines BUT, some things are sacred … only 20% would give up chocolate! (Page 17) * More than half of women maintain the original blog they started (Page 8) * Our time shift from traditional media is accelerating. In the general Internet population: - 24 percent of women surveyed say we watch less television because we're blogging - 25 percent of us say we read fewer magazines because we're blogging - 22 percent of us say we read fewer newspapers because we're blogging (These numbers are even higher for members of the BlogHer network. See Page 10) * "It's about me": Our own lives are our favorite topic -- but don't assume you know all the different topics our lives represent by lifestage. (Page 11) * More than half of women surveyed consider blogs a reliable source of advice and information (Page 10) * Half of women surveyed say blogs influence their purchase decisions (Page 16) * Despite hype, few women report discontinuing blogging due to problems with trolls or being “outed" (Page 8)

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    Did you know that: * 36.2 million women actively participate in the blogsophere every week (15.1 publishing, 21.1 reading and commenting)? (Page 3 of report below) * Women are so passionate about blogging that large percentages of women said they would give something up to keep the blogs they read and/or write: - 55% would give up alcohol - 50% would give up their PDAs - 42% would give up their i-Pod - 43% would give up reading the newspaper or magazines BUT, some things are sacred … only 20% would give up chocolate! (Page 17) * More than half of women maintain the original blog they started (Page 8) * Our time shift from traditional media is accelerating. In the general Internet population: - 24 percent of women surveyed say we watch less television because we're blogging - 25 percent of us say we read fewer magazines because we're blogging - 22 percent of us say we read fewer newspapers because we're blogging (These numbers are even higher for members of the BlogHer network. See Page 10) * "It's about me": Our own lives are our favorite topic -- but don't assume you know all the different topics our lives represent by lifestage. (Page 11) * More than half of women surveyed consider blogs a reliable source of advice and information (Page 10) * Half of women surveyed say blogs influence their purchase decisions (Page 16) * Despite hype, few women report discontinuing blogging due to problems with trolls or being “outed" (Page 8)

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    46 vues19 pages

    Women Blogging Study

    Transféré par

    cvillain
    Did you know that: * 36.2 million women actively participate in the blogsophere every week (15.1 publishing, 21.1 reading and commenting)? (Page 3 of report below) * Women are so passionate about blogging that large percentages of women said they would give something up to keep the blogs they read and/or write: - 55% would give up alcohol - 50% would give up their PDAs - 42% would give up their i-Pod - 43% would give up reading the newspaper or magazines BUT, some things are sacred … only 20% would give up chocolate! (Page 17) * More than half of women maintain the original blog they started (Page 8) * Our time shift from traditional media is accelerating. In the general Internet population: - 24 percent of women surveyed say we watch less television because we're blogging - 25 percent of us say we read fewer magazines because we're blogging - 22 percent of us say we read fewer newspapers because we're blogging (These numbers are even higher for members of the BlogHer network. See Page 10) * "It's about me": Our own lives are our favorite topic -- but don't assume you know all the different topics our lives represent by lifestage. (Page 11) * More than half of women surveyed consider blogs a reliable source of advice and information (Page 10) * Half of women surveyed say blogs influence their purchase decisions (Page 16) * Despite hype, few women report discontinuing blogging due to problems with trolls or being “outed" (Page 8)

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    The BlogHer/Compass Partners

    2008 Social Media Study


    Susan Wright
    Managing Director
    www.compasspartners-llc.com
    Women and Social Media

    • 104 Million women in the US aged 18 – 75


    • U.S. Internet penetration = 70%*

    Methodology: Online panel sample - gen pop sample, n = 2,350


    • Participate in blogosphere, n = 1,250
    • Women aged 18 – 75 years
    • BlogHer web intercept sample, n = 5,113

    2
    •Source: U.S. National Census Data Projections, July 1st, 20
    •A.C. Nielsen, Internet Net Statistics, 2007
    Sizing the Blogosphere
    Blogging has become a mainstream method of communication

    36.2 Million women


    participate in the
    blogosphere weekly

    15.1 Million women are


    publishing at least one
    post weekly

    21.1 Million women are


    reading and/or posting
    comments to blogs
    weekly

    Definitions:
    Readers = read + post to blogs weekly or more often
    Publishers = read + post + publish weekly or more often
    3
    Comparative Profile
    • 68% of the BlogHer community is concentrated in the 25 – 41 age group
    compared to 42% for the general population blogging community

    General Population BlogHer Network

    n=1,168 n=4,866
    4
    Demographics General Pop BlogHer

    Married/Living together 62% 77%

    # in HHD 3.2 3.2

    Have children at home 46% 58% +25%

    Employed full time 34% 45%


    Education

    High school graduate or less 20% 4.8%

    Technical or trade school graduate 5% 3.0%

    Some college/university 40% 25%

    Graduated from college/university 22% 37% 67% have


    Some post-graduate work 5% 10%
    completed
    college
    Masters or doctorate degree 9% 20%
    Income
    Under $25,000 18% 8%
    $25,000 - $34,999 14% 9%
    $35,000 - $49,999 20% 14%
    $50,000 - $74,999 24% 23%
    $75,000 - $99,999 14% 18% 46%: >$75K
    $100,000 - $124,999 5% 13%
    Greater than $125,000 6% 15%
    5
    Online Media Habits by Age
    • Online media participation rates decline with increasing age
    • Rates highest among Millennials and GenX - “digital natives”
    Total Millennials Generation X Boomers Matures
    (18-75) (18-24) (25-41) (42-60) (61-75)

    Reading Blogs 53 85 66 41 26

    Writing/updating blogs 28 66 35 17 5

    Posting comments to a blog 37 67 48 27 11

    Getting news and information 80 80 83 78 78

    Researching products and


    75 63 80 76 73
    services online
    Shopping and e-commerce 69 66 74 70 60
    Instant Messenger 57 82 64 48 42
    Uploading/Sharing digital
    55 75 67 45 33
    photos online
    Downloading digital music 37 69 52 25 8

    Contributing to message boards 37 49 50 31 14

    Watching streaming television


    33 62 42 25 11
    shows and movies online

    Uploading/Sharing video online


    21 41 26 14 7
    (e.g. YouTube)
    Viewing/Listening to podcasts 19 26 23 16 9

    6
    n = 2,350
    How Long Publishing Blogs
    • The majority have been publishing their blog(s) for two years or less

    56%

    7
    Number of Blogs Maintained
    Despite hype,
    few report
    discontinuing
    due to problems
    with trolls or
    being “outed”

    Blogging is a focused, loyal effort


    • Over half are still maintaining the original blog they started
    • Gen X most loyal
    • Millennials significantly more likely to start multiple blogs and discontinue a blog

    Reasons for discontinuing a blog include:


    • Not enough time (49%)
    • Lost interest in the subject (43%)
    • Dissatisfied with the blogging platform/tools (20%)
    8
    Time Spent in the Blogosphere
    • >75% of those engaged in blogosphere are participating weekly or more often
    • Daily part of life - Bloggers are very active
    • Greater frequency than sharing photos or downloading music
    BlogHer
    43% Daily
    Writing/
    Updating
    Blogs

    BlogHer
    89% Daily

    Reading
    Blogs

    9
    n = 1,250
    Time Shift to Blogging

    Activity Less Time No Change More Time


    (%) (%) (%)
    Visiting traditional websites 27 12 79 9
    Watching TV 43 24 68 8
    Reading newspapers 31 22 72 6
    Reading magazines 31 25 70 6
    Listening to radio 18 20 74 6
    Meeting with people in person 6 12 82 6
    BlogHer

    Q. How has engaging in the blogosphere (either reading or writing) affected the time you spend on the following activities?
    10
    Favorite Topics – “It’s about me”
    • My life is the most popular topic by a significant margin
    • Interest in reading about someone else’s life declines with age, become topic-
    focused
    • Popular topics change with life stage

    11
    Motivation to Publish
    • Blogging is fun and provides a means to express oneself and “connect with others like
    me”
    • The motivation of those in the BlogHer
    Describes me extremelycommunity
    well are nearly identical
    Describes me not at all

    Top 2 boxes jumps to 46% if managing own business


    12
    n = 346
    Bloggers’ Perceived Impact on Readers
    • Bloggers believe the biggest impact they have is around fostering
    relationships with people who care about the same things they do

    n = 346

    13
    Motivation to Read
    • Reading is fun a and provides a means to stay up to date and get information
    • Contrasts blogger core motivation to connect and express themselves which results in
    an authentic, credible voice
    Describes me extremely well Describes me not at all

    14
    Blogs as a Source of Information
    • Blogs are considered a good source of information, advice and recommendations

    BlogHer +8%/+14%

    For new
    information

    BlogHer +11%/+26%

    For advice/
    recommendation

    15
    Purchase Decision Influence
    BlogHer 64%

    n = 433

    n = 734

    Q. Have you made a purchasing decision as a result of a recommendation or customer experience posted on a blog?
    16
    Passion, almost addiction
    • The blogging community is passionate – before
    giving up participating in the blogosphere:
    – 43% would give up reading the newspaper or
    magazines
    – 50% would give up their PDAs
    – 42% would give up their i-Pod
    – 55% would even give up alcohol
    – BUT, some things are sacred … only 20% would give
    up chocolate!

    Q. Please fill in the statement: I would give up "____________" before I would give up participating in the blogosphere.
    17
    The State of the Social Media World
    • Adoption: It is already mainstream

    • Motivations: It is about “me” and “us”, not


    “you”

    • Influence: We trust each other

    • Fad? Nope, your future

    18
    The BlogHer/Compass Partners
    2008 Social Media Study
    For more information, please contact:
    Susan Wright, Managing Director
    Susan@compasspartners-llc.com
    www.compasspartners-llc.com
    Elisa Camahort, Co-founder | COO
    Elisa@blogher.com
    www.blogher.com

    19

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