At last! The State of the Blogosphere is updated

by Lee Hopkins on September 23, 2008 · 4 comments

in tools

Amazing stats, and more to come.

Blogs are Pervasive and Part of Our Daily Lives

There have been a number of studies aimed at understanding the size of the Blogosphere, yielding widely disparate estimates of both the number of blogs and blog readership. All studies agree, however, that blogs are a global phenomenon that has hit the mainstream.

The numbers vary but agree that blogs are here to stay

  • comScore MediaMetrix (August 2008)
    • Blogs: 77.7 million unique visitors in the US
    • Facebook: 41.0 million | MySpace 75.1 million
    • Total internet audience 188.9 million
  • eMarketer (May 2008)
    • 94.1 million US blog readers in 2007 (50% of Internet users)
    • 22.6 million US bloggers in 2007 (12%)
  • Universal McCann (March 2008)
    • 184 million WW have started a blog | 26.4 US
    • 346 million WW read blogs | 60.3 US
    • 77% of active Internet users read blogs


Blogging is…

  • A truly global phenomenon: Technorati tracked blogs in 81 languages in June 2008, and bloggers responded to our survey from 66 countries across six continents.
  • Here to stay: Bloggers have been at it an average of three years and are collectively creating close to one million posts every day. Blogs have representation in top-10 web site lists across all key categories, and have become integral to the media ecosystem.

Bloggers are…

  • Not a homogenous group: Personal, professional, and corporate bloggers all have differing goals and cover an average of five topics within each blog.
  • Savvy and sophisticated: On average, bloggers use five different techniques to drive traffic to their blog. They’re using an average of seven publishing tools on their blog and four distinct metrics for measuring success.
  • Intensifying their efforts based on positive feedback: Blogging is having an incredibly positive impact on their lives, with bloggers receiving speaking or publishing opportunities, career advancement, and personal satisfaction.

Blogs are Profitable

The majority of bloggers we surveyed currently have advertising on their blogs. Among those with advertising, the mean annual investment in their blog is $1,800, but it’s paying off. The mean annual revenue is $6,000 with $75K+ in revenue for those with 100,000 or more unique visitors per month. Note: median investment and revenue (which is listed below) is significantly lower. They are also earning CPMs.

Bloggers are sophisticated in using self serve tools for search, display, and affiliate advertising, and are increasingly turning to ad and blog networks. Many bloggers without advertising may consider it when their blogs grow – the inability to set up advertising will not be a factor.

Brands Permeate the Blogosphere

Whether or not a brand has launched a social media strategy, more likely than not, it’s already present in the Blogosphere. Four in five bloggers post brand or product reviews, with 37% posting them frequently. 90% of bloggers say they post about the brands, music, movies and books that they love (or hate).

Company information or gossip and everyday retail experiences are fodder for the majority of bloggers.

Companies are already reaching out to bloggers. One-third of bloggers have been approached to be brand advocates.



There’s also data on demographics, gender, market segment.

Who are the global bloggers?

  • Two-thirds are male
  • 50% are 18-34
  • More affluent and educated than the general population
    • 70% have college degrees
    • Four in ten have an annual household income of $75K+
    • One in four have an annual household income of $100K+
  • 44% are parents



Blogging is a global phenomenon

Although our survey was only administered in English, we heard from bloggers on six continents (although we’re sure someone is blogging from Antarctica). We had respondents from 66 countries, who publish blogs in 20 different languages.

Geographic Distribution of Bloggers, by Continent

Bloggers Self-Identified as Personal, Professional, or Corporate

Bloggers are not a homogenous group. One way of segmenting bloggers is by their blog type:

  • Personal:

    blog about topics of personal interest not associated with your work

  • Professional:

    blog about your industry and profession but not in an official capacity for your company

  • Corporate:

    blog for your company in an official capacity

Four out of five bloggers are personal bloggers who blog about topics of personal interest. About half of bloggers are professional bloggers — blogging is not necessarily their full-time job, but they blog about their industry or profession in an unofficial capacity. 12% of bloggers blog in an official capacity for their company.

Of course, these groups are not mutually exclusive. More than half of professional and corporate bloggers are also personal bloggers. This could be on a separate blog, or they may blog about personal interests within their professional blog.

  • Corporate bloggers:
    • 69% are also personal bloggers
    • 65% are professional bloggers
  • Professional bloggers:
    • 59% are also personal bloggers
    • 17% are corporate bloggers

Bloggers: Not New Kids on the Block!

Blogging is no longer a new phenomenon. Half of bloggers who responded are on at least their second (or 8th!) blog, and 59% have been blogging for two years or more.

Percentage of Bloggers by Time Spent Blogging


Non first-time bloggers contribute to four blogs on average, and the average blogging tenure is three years.


Read all about it:

  • Lesley White

    great stats lee, thanks!

  • Lesley White

    great stats lee, thanks!

  • Alexofmelbourne

    Great stats, I like the fact a picture of ‘who’ a blogger is is now taking shape. Funny that I fit the mould quite well!

    As well as these slides I also like Matthew Hurst’s visualisation of the blogosphere …

  • Alexofmelbourne

    Great stats, I like the fact a picture of ‘who’ a blogger is is now taking shape. Funny that I fit the mould quite well!

    As well as these slides I also like Matthew Hurst’s visualisation of the blogosphere …

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