Sie sind auf Seite 1von 19

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