On The Mark -- What Is A Blogger?

A research brief from The Center for Media Research:


What's A Blogger?

by Jack Loechner, Friday, Apr 18, 2008 8:15 AM ET

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.
Center for Media Research