State of the Blogosphere 2008 (brief summary)
September 26, 2008 | By Peter Bihr |
Technorati’s State of the Blogosphere is back, this time split up into five daily installments. (Start with the introduction.) What can I say? Some impressive numbers. Note that the data is a mix of stats gathered through Technorati and feedback gathered in a survey of some 1.100 bloggers (methodology).
First up, and hardly surprising, blogs are here to stay. Also, the lines between blogs and mainstream media (MSM) are blurring ever more. While top blogs are becoming more MSM, those mainstream media are adapting techniques of blogs. Fun fact: “95% of the top 100 US newspapers have reporter blogs (see The Bivings Group).”
Technorati also has some background on blogger demographics and motivations for us (Who Are The Bloggers). Sadly, the blogosphere is still strongly male-dominated: two thirds, globally, are male (that’s 73% for Europe, 57% for the U.S.). Bloggers are, on average, also well educated (70% have college degrees). Surprising to me: Nearly half are parents. Also, female bloggers are twice as likely to sell ads on their blogs.
In day 2, Technorati covererd The What and Why of Blogging. Not to go into too much detail here, one thing stood out for me and that’s the metrics bloggers stated to use to measure the success of their blogging efforts. The key success metric (for three out of four bloggers) is personal satisfaction, “with the average blogger looking at four distinct metrics. Personal satisfaction is by far the most popular measure of success, However, bloggers also track a variety of quantitative metrics ranging from revenue to number of subscribers or comments.”
Hardly surprising but worth mentioning anyway: The majority of bloggers stated to feel a positive impact of blogging on their professional life. (Like being better known in their industry or haveing used their blogs as a resume.) This is something I’m sure a lot of you would agree to. I sure do: even without actively pushing the topic, when speaking to prospective employers and clients my blog has always come up in the conversation, and never in a bad way.
Funny: About a third of bloggers received free products like DVDs, books or electronics. Personally, while I do get invites to services and the like all the time, I rarely get physical goods. In one somewhat absurd case a company offered to send me a laser printer cross-Atlantic from the U.S. West Coast to Berlin. (I didn’t accept.)
As I’m posting this, Technorati has made it to the third installment of the State of the Blogosphere, The How of Blogging. Here, you can find some info on how much bloggers invest annually (more if run ads, more in Europe), how they track their visitors (two thirds Google Analytics) and how they attract them (Technorati, Google, tags etc.). Nothing too surprising here. But only 17% of bloggers use mobile updating tools on their blogs, it should be interesting to watch how (or more likely: how quickly) that changes with iPhones, Android and other smart phones gaining so much traction lately.
So much for my very brief summary here. Over the next couple of days, there’ll be two more chunks of info. The two that are due should actually be quite interesting: The next installment will cover blogging for profit, the last one the role brands play in the blogosphere. For those updates, keep an eye on Technorati’s State of the Blogosphere page.
By the way, while Technorati gives you the rundown on what drives the blogosphere and looks back to the recent developments, there’s also a look at where we’re headed: Adam Ostrow of Mashable has a neat brief overview of trends and the future of blogging and social media as it was being discussed at BlogWorldExpo. (Buzzwords include such things as comment ownership, widgets, ad networks and Twitter.) A good, quick read.