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Who blogs?

Picked up from the OCLC newsletter.
BIGresearch’s SIMM 11 Profiles Bloggers: They are Younger and
Higher Percentages are Hispanic & African American Than the General Population

More Democrats Than Republicans are Blogging, but Libertarians are #1 and Bloggers More Likely to Give Advice
COLUMBUS, OH – (MARKET WIRE) – 2/12/08 – The art of blogging is no longer reserved for the college student with too much to say or the unemployed, self proclaimed “computer-nerd,” according to BIGresearch’s ( most recent Simultaneous Media Survey (SIMM 11) of 15,727 participants. 26% of all adults say they regularly or occasionally blog. Of those, 53.7% are male and almost half (44.7%) are married. 28.4% hold a professional or managerial position, while only one in 10 (10.4%) are students.
Bloggers tend to be younger, averaging 37.6 years old, compared to 44.8 for adults 18+. Ethnically, 69.7% of Bloggers are White/Caucasian (vs. 76.1%), 12.2% are African American/Black (vs. 11.4%) and 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).
In the blogosphere, political blogs are becoming increasingly common, especially in an election year. 24.6% of registered voters say they regularly or occasionally blog. 37.6% of Libertarians regularly/occasionally blog, followed by Democrats (26.9%), Independents (25.7%) and Republicans (22.9%).
“Bloggers are a diverse group and not who you would expect,” said Gary Drenik, President of BIGresearch. “This diversity provides political Bloggers with a forum to discuss issues or maybe be influenced by others, while Candidates have an opportunity to reach interested voters.”
Another point of interest from the analysis of the Blogger shows that they are using most forms of new media significantly more than the average market.
Regular/Occasional New Media Usage (Top 5)
Regular/Occasional Bloggers Adults18+
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 SIMM 11, Jan 08, N=15,727
More Bloggers regularly seek advice from others before purchasing products or services (21.3% vs. 16.8% of adults 18+). They are also more likely to give advice with 38.3% saying they regularly give advice about products / services they have purchased (compared to 29.4% of adults 18+).
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 reading an article (48.8%), broadcast TV (46.1%), cable TV (44.5%), face-to-face communication (42.5%) and the newspaper (39.7%).
To receive a recap of the key findings, click
About BIGresearch
BIGresearch is a consumer intelligence firm providing solution-based insights of consumer behavior, present and future, in areas of products and services, retail, financial services, automotive and media. BIGresearch conducts the Simultaneous Media Survey (SIMM) bi-annually and the Consumer Intentions and Actions Survey (CIA) monthly. More information is available at
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Posted on: April 28, 2008, 2:11 pm Category: Uncategorized

One Response

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  1. I was of the opinion that Gen Y was the primary user of today’s technology; they were bloggers, IM users, frequented My Space and Facebook and used text messaging in lieu of email. Then I started teaching at the California State College level and found this was a fallacy – they had never blogged; used U Tube but not My Space or Facebook and weren’t aware of IM; they were not Linked In; rarely Twittered and didn’t use email. Is this reflective of the California State University student or is this an across the board perspective?
    I doubt it’s reflective of CSU and the fallacy has to be a consequence of something else – like the group asked or the questions. I’ve never found any of this to be true in the hundreds of focus groups and interviesw I’ve done of Millennials. Everyone I see/ask has a Facebook account and often uses YouTube. They don’t often consider stuff they use that is blogging, IM or twittering as such. They use different names ofr these behaviours. I find it better to just observe or track network keystrokes to find the truth rather than asking.