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Friday, April 18, 2008
What’s A Blogger?
Bloggers are younger and higher percentages are Hispanic & African American than the general population. A higher percentage of Democrats than of Republicans are blogging.
Now that Blogging might better be called a market segment rather than a market niche, it’s useful with regard to positioning the marketing message to understand what a Blogger looks like, as distinguished from the rest of the population. According to the BIGresearch Simultaneous Media Survey, 26% of all adults say they regularly or occasionally blog. Of those:
- 53.7% are male
- 44.7% are married
- 28.4% hold a professional or managerial position
- 10.4% are students.
Bloggers tend to be younger, averaging 37.6 years old, compared to 44.8 for adults 18+ (the “general population”). Ethnically:
- 69.7% of Bloggers are White/Caucasian (vs. 76.1%)
- 12.2% are African American/Black (vs. 11.4%)
- 3.7% are Asian (vs. 2.0%)
- 20% of Bloggers are Hispanic, compared to 14.8% of adults 18+
In addition, Bloggers report a lower income ($55,819 vs. $56,811) and are better educated (14.3 years of education vs. 14.2).
Political blogs are becoming increasingly common, especially in this election year, where 24.6% of registered voters say they regularly or occasionally blog. Political affiliation of regular/occasional Bloggers look like this in 2008:
- 37.6% of Libertarians regularly/occasionally blog
- 26.9% of Democrats
- 25.7% of Independents
- 22.9% Republicans
Analysis of Bloggers shows that they are using most forms of new media significantly more than the average market.
| Regular/Occasional New Media Usage (Top 5) | ||
| % of Regular/Occasional Bloggers | % of Adults 18+ | |
| Cell Phone |
93.0% |
87.5% |
| Instant Messaging |
75.3% |
49.3% |
| Download/Access Video/TV Content |
72.2% |
45.0% |
| Video Gaming |
66.9% |
47.5% |
| Text Messaging |
65.5% |
45.2% |
| Source: BIGresearch, January 2008, N=15,727 | ||
Although Bloggers are more likely to use new media, the analysis finds that more conventional forms of media trigger their Internet searches. Magazines, at 51.6%, rank highest, followed by:
- 48.8% reading an article
- 46.1% broadcast TV
- 44.5% cable TV
- 42.5% face-to-face communication
- 39.7% newspaper
Gary Drenik, President of BIGresearch, concludes ?”Bloggers are a diverse group and not who you would expect…”
For more information, please visit BIGresearch here.
