understanding the blogosphere
TRANSCRIPT
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Executive Summary: Social networks and microblogs have in recent years nudged blogging off the social media
pedestal. For some consumers,who have more communication tools at their fingertips than they did a few years ago,
Facebook and Twitter have supplanted blogging as life-streaming outlets.
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But blogs remain an important part of the landscape.This year,
51% of US internet users, or 113 million people, will read blogs
on a monthly basis. By 2014, the blog audience is expected to
rise to 60% of internet users,or 150 million people.
The number of bloggers will also grow,though somewhat more
modestly. In 2010, 11.9% of US internet users keep blogs. By
2014, there will be 33.4 million bloggers in the US, representing
13.3% of internet users. eMarketer’s estimates of bloggers are
limited to people who blog; they do not include marketers or
media companies with public-facing blogs.
Key Questions
IHow many US internet users are reading and writing blogs?
IWhat factors aredriving shifts in the way people use blogs?
IWhat role do media and corporate blogs play in the blogosphere?
IHow does social media usage affect blog reading and writing?
The Blogosphere:Colliding with Social and
Mainstream Media
September 2010
Paul Verna
Report ContributorTracy Tang
Digital Intelligence Copyright ©2010 eMarketer, Inc. All rights reserved
illions and % of internet usersUS Blog Readers, 2008-2014
2008
91.4(45.0%)
2009
102.6(48.5%)
2010
112.7(51.0%)
2011
122.6(53.5%)
2012
133.8(56.5%)
2013
141.6(58.0%)
2014
150.4(60.0%)
ote: internet users who read blogs at least monthly ource: eMarketer, Aug 2010
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millions and % of internet usersUS Bloggers, 2008-2014
2008
22.9(11.3%)
2009
24.0(11.3%)
2010
26.2(11.9%)
2011
28.1(12.3%)
2012
30.1(12.7%)
2013
31.6(13.0%)
2014
33.4(13.3%)
Note: internet users who update blogs at least monthly Source: eMarketer, Aug 2010
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The Blogosphere 2
The eMarketer View
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Despite the success of other social media venues
such as Facebook,Twitter and Flickr, blog
readership has increased steadily and is expected
to continue on an upward path. Just over half of US
internet users are now reading blogs at least once a month,and
this percentage will climb to 60% in the next four years.The main
drivers behind these increases are the prevalence of blogs in the
mainstream media, the increased use of blogs for corporate
marketing and easy-to-use personal blogging platforms.
Most news sites use reporter blogs and microsites featuring
user-generated content to fill coverage voids and provide a
feedback forum for readers.These tactics have moved blogs into
the foreground and raised their sphere of influence in the media.
Similarly,marketers have also increased their use of blogging for
functions such as customer service and corporate
communications. Increasing numbers of consumers rely on these
blogs in their interactions with companies.
What Is a Blog?eMarketer uses the following definition, adapted
from an entry that appears on Wikipedia.
A blog,short for “weblog,” is a website maintained
by a person, group or company with regular entries
of commentary, descriptions of events or other
content such as photos or videos.
This includes media blogs such as The New York
Times’ dozens of reporter and topic blogs; corporate
blogs;dedicated news blogs such as the Huffington
Post; celebrity blogs such as TMZ and Perez Hilton;
technology blogs such as TechCrunch and Mashable;
and personal blogs.
The number of blog creators is also expected to
climb, though not as steeply as that of blog readers.
For many people,the appeal of blogging is not as intense as it was
when blogs were the leading form of social media.Today,people
have many other social tools at their disposal, and some of them are
more fun and less labor-intensive than blogs.Facebook offers most
of the capabilities of blogs;users post frequent updates that can
include photos,videos and links.
To give an idea of how blogging stacks up against social networkusage, there will be 26 million bloggers in the US by the end of
2010 compared with some 150 million Facebook users.
In addition, Twitter has taken some of the momentum from
blogging with its ability to reach a wide universe of followers in
real time with text bursts,photos and links to other media.And
platforms such as Flickr and YouTube have enabled photo and
video sharing on a massive scale,trumping the need for using
blogs for those purposes.
Nevertheless,overall blogging rates will inch upward.The biggest
factors driving the increase are the ease of use of blogging
platforms and the growing comfort level with blog reading among
US internet users.Blogs with broad reachwhether media blogs,
corporate blogs or influential technology or celebrity blogsare
creating a culture in which blogging is accepted as an integral part
of the media landscape.This encourages users with something to
say to take to the blogosphere.
The relationship between blogging and the rest of
the social web is complexand often symbiotic.
With so many means of expression at their disposal,users
gravitate toward the ones that suit their needs. In some cases,a
Facebook page might replace a blog. In other cases,Facebook or
Twitter might serve as a marketing vehicle,essentially drivingtraffic via short teasers to longer content on the blog.
Social media users are more likely than average adults users to
use blogs overall, and specifically as a tool to start an online
search for a product or service,according to the Retail Advertising
& Marketing Association.
Key eMarketer Numbers: Blogging
150.4 million US blog readers* in 2014, up from 112.7 millionin 2010
60.0% US blog readers* % of internet users in 2014,up from 51.0% in 2010
33.4 million US bloggers** in 2014, up from 26.2 millionin 2010
13.0% US bloggers** % of internet users in 2014, upfrom 11.3% in 2009
Note: *internet users who read blogs at least monthly; **internet userswho update a blog at least monthly Source: eMarketer, Aug 2010
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The Blogosphere 3
Blog Readers
eMarketer estimates that in 2010 more than half
of US internet users will read blogs at least once a
month.This equates to nearly 113 million people.
By 2014,60% of the US internet population,or just
over 150 million users, will read blogs.
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A comparative estimate of 2008 and 2009 data on the blog
audience from researchers including Universal McCann,
Accenture,BIGresearch and Lightspeed Research shows a
disparity of findings.This is largely due to differences in survey
samples,internet access levels, frequency of use and other
methodological benchmarks.The differences are also a function
of varying perceptions of what constitutes a blog. In the absenceof a standard definition,survey participants have their own ideas
about whether the sites they visit are blogs.This makes it difficult
to get a precise reading of the total size of the blogosphere.
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For additional information on this chart, see the Endnotes section.
For example,Universal McCann’s figures were limited to users
ages 16 to 54 who had daily internet access.This constraint made
the percentage higher than that of Lightspeed Research,which
used a wider age sample (16- to 64-year-olds) and did not specify a
frequency of internet access.Universal’s figures were also higher
than others with even less selective age samples,such as
Accenture and BIGresearch,which polled adult users.
There is an additional factor behind the differing findings.Because
many of the most widely read blogs are seamless from mainstreammedia,survey participants respond differently depending on their
own perceptions,as well as the wording of the surveys.Surveys that
ask generally whether people read blogs are likely to elicit higher
response rates than those that pinpoint certain types of blogs, such
as asking if the participant has read “someone else’s blog.”
In addition, a reader who stumbles across a New York Times blog
while perusing the newspaper’s website might not be aware of
having read a blog. Similarly, someone who follows political news
on the Huffington Post or celebrity news on TMZ.com might not
think of those sites as blogs.The disparate survey results reflect
these ambiguities. Given the lack of standards in how blogs aredefined and perceived, it is not surprising that the percentages
were roughly between 45% and 65%.
eMarketer’sestimates assume monthly visits to any type of blog
within our broad definition.That includes media blogs,corporate
blogs,dedicated news blogs, technology blogs and the thousands
of long-tail personal blogs.
For more on business blogging, see eMarketer’s upcoming
report “Corporate Blogging:Media and Marketing Firms
Drive Growth,” due to publish in October 2010.
Trends in blog reading areexpected to maintain an upward course
as blogs continue to gain influence in the mainstream media.But
there is a caveat to eMarketer’s forecast:Over time, blogs will
continue to become indistinguishable from other media channels.
For example,The New York Times operates at least 50 public-facing
blogs,which are indexed under such headings as “News and Politics,”
“Business and Finance,”“Technology”and “Sports.”These blogs are
intertwined with the paper’s regular coverage.Readers are routinely
redirected from the main site to the blogs and back again.There is a
near total fluidity between the traditional coverage and the blog posts
As this morphing of blogs and media sites continues to unfold, it willcomplicate the task of forecasting blog reading as its own category
of online activity.The most likely effect of this trend will be that survey
respondents will focus on standalone blogs and not necessarily
consider blogs that areinterspersed into broader media venues.One
way around this conundrum will be for survey designers to ask
detailed questions that take into account the different types of blogs.
This is true for both blog-reading and blog-writing surveys.
illions and % of internet usersS Blog Readers, 2008-2014
2008
91.4(45.0%)
2009
102.6(48.5%)
2010
112.7(51.0%)
2011
122.6(53.5%)
2012
133.8(56.5%)
2013
141.6(58.0%)
2014
150.4(60.0%)
ote: internet users who read blogs at least monthly ource: eMarketer, Aug 2010
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% of internet users
Comparative Estimate: US Blog Readers, 2008-2010
Universal McCann*, July 2009
Accenture**, Jan 2010
eMarketer, Aug 2010
Retail Advertising & Marketing Association(RAMA)**, Sep 2009
Lightspeed Research***, May 2009
2008
61.0%
33.0%
45.0%
-
-
2009
66.0%
60.0%
48.5%
46.1%
46.0%
2010
-
-
51.0%
-
-
Note: *ages 16-54 with daily or every other day internet access; **ages18+; ***ages 16-64; data is for JanSource: eMarketer, Aug 2010
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The Blogosphere 4
Blog Writers
eMarketer estimates that there will be 26.2
million bloggers in the US by the end of 2010, or
11.9% of internet users.
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On a comparative basis,eMarketer’s estimates are in line with
2009 data from Trendstream/Lightspeed Research, BIGresearch,
Boston Consulting Group and Pew, all of which estimated blogging
rates ranging from 11% to 13%.
A Universal McCann study found US blogging rates at a far higher
33%,but the survey was limited to respondents ages 16 to 54 with
daily or every-other-day internet access.
Another study by Accenture noted that 39% of US adult internetusers wrote blogs or contributed to online references such as
Wikipedia in 2009,up more than 100% over the previous year.This
number would translate to more than 85 million people in the US
alonea high number even considering that contributions to
online encyclopedias were lumped in with blogging.For that
reason, this number is considered an outlier.
Considering the wide discrepancies among surveys of blog
reading rates,why is there relative convergence among blogger
numbers? The reason is that blog writing is an active and
unambiguous pursuit.A survey participant who is asked whether
he or she writes a blog is not likely to be confused by the question
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For additional information on this chart, see the Endnotes section.
illions and % of internet usersUS Bloggers, 2008-2014
2008
22.9(11.3%)
2009
24.0(11.3%)
2010
26.2(11.9%)
2011
28.1(12.3%)
2012
30.1(12.7%)
2013
31.6(13.0%)
2014
33.4(13.3%)
ote: internet users who update blogs at least monthly ource: eMarketer, Aug 2010
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% of internet users
Comparative Estimate: US Bloggers, 2008-2010
Accenture, Jan 2010 (1)Universal McCann, July 2009 (2)
Retail Advertising & MarketingAssociation (RAMA), Sep 2009 (3)
Trendstream and Lightspeed Research,Nov 2009 (4)
eMarketer, Aug 2010
Pew, Oct 2009 (5)
Boston Consulting Group, May 2010
PostRelease, Jan 2010 (6)
2008
18.0%26.0%
-
-
11.3%
11.0%
-
-
2009
39.0%33.0%
13.0%
12.8%
11.3%
11.0%
11.0%
5.7%
2010
--
-
-
11.9%
-
-
-
Note: (1) ages 18+; includes contributing to online references such asWikipedia; (2) ages 16-54 with daily or every other day internet access; (3)ages 18+, maintain own blog; (4) ages 16-64; write own blog; data is for June; (5) ages 18+; ever create/work on own online journal/blog; (6) ages18+; publish a blog
Source: eMarketer, Aug 2010; various, as noted, 2009 & 2010118546 www.eMarketer.com
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The Blogosphere 5
Factors Driving Growth
eMarketer’s more modest growth forecast for blogging takes into
consideration several factors that affect blog creation both
favorably and unfavorably.
The key drivers behind the growth in US personal blogging rates
are the ease of use of personal blogging platforms and the
growing comfort level with blogs as a form of media.
There are plenty of hosting options from a variety of providers,such as free,do-it-yourself services for hobbyists and robust,
enterprise solutions designed to scale with the integrated digital
media output needs of large companies.These include blogging
pioneers such as Six Apart,newer but firmly established players
such as Automattic (parent company of WordPress.com), and
portals such as Google, Microsoft and MySpace.
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These off-the-shelf tools allow personal bloggers to quickly and
easily build their sites from scratch.The cost and ease-of-use
barriers to entry have become negligible.
Twitter is also a force in this industry,even though it does not offer a
conventional blogging platform.The company’s microblogging
service is both beneficial and detrimental to blogging.Some former
bloggers now rely on Twitter as their main conduit of expression,
but many use Twitter as a marketing vehicle for their blogs.
At the same time, the growing use of blogging by media
organizations and marketers has raised the comfort level with
blogs as a news source, as a means of interacting with companies,
and as a forum for customer reviews and opinions.These trends
have empowered people to use the blogosphere to reach the
widest possible audience.
In “Technorati State of the Blogosphere 2009,”author Matt
Sussman writes: “While blog postings often focus on the local
issues of the specific blogger,the audience of such blogs is much
less limited than other forms of media have been historically.An
internet-connected world has expanded the marketplace of ideas
available to any individual anywhere.”
Factors Limiting Growth
At the other end of the spectrum,many internet users who onceblogged are shifting to other social media channels.The top three
reasons people blog,according to a BlogHer-iVillage study, are for
self-expression, for fun and to connect with others. Those
activities are increasingly carried out on Facebook,Twitter and
other social venues, making blogs less essential to a person’s
online presence.
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Further,the Technorati Blogosphere report found that 26% of
bloggers who use Twitter said the microblogging service had
caused them to reduce the amount of time they spent on their
traditional blogs. Users often employ Twitter as a teaser to drive
traffic to their blogs.But at the same time,Twitter can circumvent a
blog, particularly in situations where the user just wants to write a
short comment with a link to an outside source. Similarly, many
MySpace and Facebook users avail themselves of those networks
blogging services and blog-like features.
Adding to these trends,Cox Communications and Pew Internet &
American Life Project noted a significant decrease in the number
of teens who kept their own blogs.
Profile of Select Blog-Hosting Services, 2010
Blogger
Bloglines
Blogs.comFotolog
Friendster
LiveJournal
Movable Type
MySpace
TypePad
Vox
Windows LiveSpaces
WordPress
Xanga
Parent company
IAC/Interactive Corp.
Six ApartFotolog
Friendster
SUP
Six Apart
Fox Interactive Media
Six Apart
Six Apart
Microsoft
Automattic
Xanga
Pricing
Free
Free
FreeFree; "Gold Camera" membershipstarts at $2.75 for 3 weeks
Free
Free and paid plans startingat $3 per month
Free and paid plans ranging from$395.95 per year (5 authors) to$995.95 per year (20 authors)
Free
Free
$8.95-$29.95 per month
Free
Free
Free and paid plans(custom pricing)
Free and paid plans rangingfrom $25-$45 per year
Source: company reports, 2010
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% of respondentsReasons that US Bloggers* Write Blogs, March 2010
Express myself 81.6%
For fun 80.6%
Connect with others like me 75.4%
Create personal record 68.2%
Give advice 50.9%
Earn money 31.6%
Persuade others20.2%
Note: n=912; *BlogHer site users only Source: BlogHer and iVillage, "2010 Social Media Matters Study"co-sponsored by Ketchum and The Nielsen Company, April 15, 2010
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The Blogosphere 6
In the Cox Communications studya joint project with the
National Center for Missing and Exploited Children19% of US
teen internet users reported blogging in 2010, down from 37% in
2006. Instant messaging also showed a decrease,but the
percentage with social networking profiles was up significantly.
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Pew reported that 14% of US internet users ages 12 to 17 blogged
in 2009,compared with 28% in 2006.The same study also noted
that fewer teens posted comments to their friends’ blogs in 2009
compared with previous years.
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Among 18- to 29-year-olds, the drop was only slightly less
pronounced, with 15% reporting blogging in 2009,compared with
24% in 2007.These findings were somewhat mitigated by an
increase in the number of bloggers ages 30 and up. However, teen
and young adult usage is a strong indicator of future trends,so the
balance of Pew’s data points to waning interest in blogging.
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% of respondents
Communication/Entertainment Activities of US TeenInternet Users, 2006 & 2010
Have personal e-mail address95%
93%
Have instant message screen name
84%
63%
Have mobile phone
63%
84%
Have social networking profile
61%
84%
Have blog
37%19%
Have game system
33%
45%
2006 2010
Note: 2010 n=1,032 ages 13-17Source: Cox Communications and the National Center for Missing &Exploited Children (NCMEC), "Teen Online Safety & Digital ReputationSurvey," June 14, 2010
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% of respondents in each groupUS Internet Users Who Blog, by Age, 2007 & 2009
18-29
24%
15%
30+
7%
11%
2007 2009
Source: Pew Internet & American Life Project, "Social Media and MobileInternet Use Among Teens andYoung Adults," February 3, 2010
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% of respondentsUS Teen Internet Users Who Blog, 2006 & 2009
2006 28%
2009 14%
Note: ages 12-17Source: Pew Internet & American Life Project, "Social Media and MobileInternet Use Among Teens andYoung Adults," February 3, 2010
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The Blogosphere 7
Blogging and the Social Web
In the early days of the medium,a blog was the
only available outlet for people or companies that
wanted to establish a feedback loop with their
target audiences.Today, blogging is one of a
variety of options businesses use to communicate
with customers, including social networking,
microblogging, photo- and video-sharing,and
customer reviews.
This expanded universe of options has encroached on personal
blogging.A study by USC Annenberg showed that 16% of social
media users relied on personal blogs in 2009,compared with 18%
in 2007.By contrast, the percentage of social media users who kept
profiles on Facebook more than doubled to 86% in 2009,from 41%
in 2007.This trend illustrates Facebook’s rise and self-sufficiency as
a blog-like platform.
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But the relationship between blogging and other social media can
also be symbiotic.The Retail Advertising and Marketing
Association (RAMA) noted that over 18% of adult social media
users reported using blogs, compared with 12% of average adults.
Although the survey did not specify whether respondents were
asked about reading,writing or commenting on blogs, the
underlying message is that social media users are more engaged
in a host of digital activities that include blogging.
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In a similar finding,the RAMA noted that 12% of social media
users were influenced by blogs to start an online search for a
product or service in 2009.Among average adults, the response
rate was only 8%.
% of respondents
Social Media Sites Used by US Social Media Users toKeep a Personal Blog or Profile, 2007-2009
MySpace
70%
69%
46%
41%
56%
86%
Personal blog18%
17%
16%
hi5
2%
0%
1%
Other
23%
16%
12%
2007 2008 2009
Note: for self-publication, social networking or other purposesSource: USC Annenberg School Center for the Digital Future, "The DigitalFuture Project-Year Nine" as cited in press release, April 26, 2010
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% of respondents
New Media and Technologies Used by US SocialMedia Users vs. Average Adults, December 2009
Social mediausers
Averageadults
Mobile phone 74.9% 63.0%
Text messaging on mobile phone 51.9% 32.1%
TiVo/replay TV/DVR 33.8% 28.5%
Instant messaging online 31.2% 21.2%
iPod/MP3 player 29.5% 20.8%
Video gaming 26.8% 19.8%
Take picture/video on mobile phone 25.0% 16.1%
Watch video/TV online 23.2% 15.5%
Blogs 18.5% 12.3%
Satellite radio (XM-Sirius) 13.3% 11.8%
iPhone 12.4% 8.5%
Web radio 11.7% 8.4%
PDA 11.6% 8.4%
Watch video/TV on mobile phone 8.2% 5.2%
Note: ages 18+Source: Retail Advertising & Marketing Association (RAMA), "Social Media:An Inside Look at the People Who Use It" conducted by BIGresearch, March3, 2010
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The Blogosphere 8
Further, a study by BlogHer and iVillage found that active social
media users read,wrote and commented on blogs at rates far
beyond average internet users.The study defined social media
activity as using the BlogHer site, so the survey responses
understandably reflected a predilection for blogging activity.
Nevertheless, the study illustrates a strong connection between
blogging and other forms of social media.
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Blogging platform Typepad estimated that adding a Facebook
“like” widget to a blog sidebar resulted in a 50% increase in traffic
from Facebook to that blog.This was based on a test conducted in
the spring of 2010 with 1,500 Typepad blogs.Similarly,adding the
Facebook widget to blog post footers resulted in a 200% traffic
increase for 2,400 Typepad blogs tested.The Typepad report
noted:“There’s no denying that readership on Facebook can have
a powerful impact on a blog’s traffic with the right tools.”
Darren Rowse of ProBlogger.net, a leading proponent of usingsocial media to promote blogs, advocated using the blog as
“home base” and social media sites as “outposts.”
In September 2009, Rowse posted a video on ProBlogger.net that
described his approach, which he said was inspired by fellow
blogger Chris Brogan.“The idea is you build a home base for what
you do,and your home base is something you have complete
control over,” said Rowse.“Around the home base I interact in a
variety of other places… The activities that I’m doing on the
outposts are quite similar to what I do on the home base but
they’re there to reinforce and build the home base.”
For Rowse, the outposts are social media spaces including
Facebook,Twitter, LinkedIn,YouTube, digg and Friendfeed, all of
which he uses to steer traffic to his home base at ProBlogger.net.
% of respondents
Online and Offline Activities Among Active* US Social
Media Users**, March 2010
Reading blogs
96%
Watching TV
88%
Listening to radio
86%
82%
Commenting to blogs
69%
Writing blogs
68%
Reading message boards
68%
Reading print magazines
64%
Reading print newspapers
54%
Commenting to message boards
45%
Note: n=1,550; *use social media weekly or more; **BlogHer site usersonly Source: BlogHer and iVillage, "2010 Social Media Matters Study"co-sponsored by Ketchum and The Nielsen Company, April 15, 2010
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The Blogosphere 9
Conclusions
The rates of blog reading will rise appreciably over the next
several years. These increases will be driven by an ongoing
confluence between blogs and traditional media,as well as by the
growing use of blogs at the corporate level.Blogs are an increasingly
accepted part of the news and opinion loop in a broad variety of
subject areas,notably politics, technology and celebrity culture.
The numbers of blog creators will also increase, albeitmore modestly. This growth will be spearheaded by the ease of
use of blog hosting services and the widespread acceptance of
blogs in the media mix.
Social media will also promote blogging by acting as a
traffic aggregator to blog sites. However, this will be a
double-edged sword, as social venues can also inhibit blogging by
providing users with powerful platforms of self-expression.
Endnotes
Endnote numbers correspond to the unique
six-digit identifier in the lower left corner
of each chart.The charts from the report are
repeated before their respective endnotes.
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Extended Note: eMarketer defines blog readers as internet
users who read blogs at least monthly.
Citation: Accenture,"Mobility Takes Center Stage:The 2010
Accenture Consumer Electronics Products and Services Usage
Report," January 5 ,2010;"Global Web Index" conducted by
Lightspeed Research,May 28, 2009;Retail Advertising & Marketing
Association (RAMA), "All About Moms," conducted by
BIGresearch, September 16,2009;Universal McCann, "Power to
the People: Social Media Tracker Wave 4," July 30, 2009
% of internet users
Comparative Estimate: US Blog Readers, 2008-2010
Universal McCann*, July 2009
Accenture**, Jan 2010
eMarketer, Aug 2010
Retail Advertising & Marketing Association(RAMA)**, Sep 2009
Lightspeed Research***, May 2009
2008
61.0%
33.0%
45.0%
-
-
2009
66.0%
60.0%
48.5%
46.1%
46.0%
2010
-
-
51.0%
-
-
Note: *ages 16-54 with daily or every other day internet access; **ages18+; ***ages 16-64; data is for JanSource: eMarketer, Aug 2010
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The Blogosphere 10
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Extended Note: eMarketer defines bloggers as internet users
who update blogs at least monthly.
Citation: Accenture,"Mobility Takes Center Stage:The 2010
Accenture Consumer Electronics Products and Services Usage
Report," January 5 ,2010; Boston Consulting Group, "China's
Digital Generations 2.0," May 1, 2010;Pew Internet & American
Life Project,"Usage Over Time," October 30,2009;PostRelease
survey conducted by Synovate, provided to eMarketer, January 25,
2010;Retail Advertising & Marketing Association (RAMA),"All
About Moms," conducted by BIGresearch,September 16, 2009;
Trendstream and Lightspeed Research, "The Global Web Index
Wave 1," November 26,2009; Universal McCann,"Power to the
People:Social Media Tracker Wave 4," July 30, 2009
% of internet usersComparative Estimate: US Bloggers, 2008-2010
Accenture, Jan 2010 (1)
Universal McCann, July 2009 (2)
Retail Advertising & MarketingAssociation (RAMA), Sep 2009 (3)
Trendstream and Lightspeed Research,
Nov 2009 (4)eMarketer, Aug 2010
Pew, Oct 2009 (5)
Boston Consulting Group, May 2010
PostRelease, Jan 2010 (6)
2008
18.0%
26.0%
-
-
11.3%
11.0%
-
-
2009
39.0%
33.0%
13.0%
12.8%
11.3%
11.0%
11.0%
5.7%
2010
-
-
-
-
11.9%
-
-
-
Note: (1) ages 18+; includes contributing to online references such asWikipedia; (2) ages 16-54 with daily or every other day internet access; (3)ages 18+, maintain own blog; (4) ages 16-64; write own blog; data is for June; (5) ages 18+; ever create/work on own online journal/blog; (6) ages18+; publish a blog Source: eMarketer, Aug 2010; various, as noted, 2009 & 2010
118546 www.eMarketer.com
8/7/2019 Understanding the Blogosphere
http://slidepdf.com/reader/full/understanding-the-blogosphere 11/11
The Blogosphere 11
Related Information and Links
Related Links
ProBlogger.net
http://www.problogger.net
Technorati
http://www.technorati.com
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