Research finds a disconnect between bloggers and the communication industry

bloggerBloggers are predominantly female, often earn from their blogging and frequently find approaches from the communication industry irrelevant, according to the first IPREX Blogbarometer™ survey, available here.

Conducted by a group of EMEA (Europe, Middle East and Africa) partners from the IPREX global network of communication agencies, along with one from Asia Pacific and one from the United States for broader international comparison, the survey covered 1,360 bloggers.

Some of the findings:

  • Sixty-nine percent of the bloggers surveyed were women (although there were differences internationally—in the U.S., the figure was 92 percent, while in Germany two-thirds were men).
  • On average, bloggers were 33 years old, with the oldest in Germany (40), and the youngest in the Czech Republic and Finland (31).
  • The blogs had an average readership of more than 28,000, although 22 percent had fewer than 500 readers.
  • Thirty-four percent of blogs were more than five years old, while only 4 percent were less than a year old.
  • Main blog themes were:

o    Fashion, style and clothes (15 percent of those surveyed, but 31 percent in Italy)

o    Food and beverage (13 percent)

o    Beauty (13 percent)

o    Travel (12 percent)

  • Bloggers generate their material mainly through:

o    “Own experiences and thoughts” (87 percent).

o    Current events, issues and news (72 percent).

  • Bloggers found 40 percent of their material from press releases or product samples from the communication industry.
  • Seventy-two percent of bloggers said they had been approached for PR or marketing reasons (and 34 percent said they were contacted daily):

o    These approaches were much more frequent in the U.S.A. (97 percent of bloggers said they were targeted) and Finland (94 percent), compared with 48 percent in Slovenia and 34 percent in the Czech Republic.

o    Forty-seven percent received invitations to company events.

o    Only 30 percent of bloggers received photos or other images.

  • Sixty-five percent of bloggers viewed these approaches positively and would like more, but there were many complaints about the irrelevance and quality of much of the contact work from the communication industry

Commenting on the survey, Michael Schröder, CEO of ORCA Affairs and IPREX global president-elect, said: “The Blogbarometer has run successfully for several years in Finland where it was created by our Helsinki partner, Manifesto. We decided to extend the geographical of the survey to gain a broader perspective through IPREX partners, and we have gathered some valuable information about the way our industry deals with the blogging community, which will be valuable in our partners’ client work. We aim to extend the survey in 2015.”

The survey was coordinated by IPREX Berlin partner ORCA Affairs and conducted by email. The Global Report covers a number of questions common to all country surveys. Each country produced a more extensive report on its own market.  These reports can be obtained from:

Czech Republic – Donath Business & Media –

Finland – Manifesto –

Germany – ORCA Affairs –

Great Britain – Mason Williams –

Italy – Imageware –

New Zealand – Pead PR –

Northern Ireland – dcp strategic communication –

Republic of Ireland – Walsh PR –

Slovenia – Taktik –

Spain – poweraxle –

U.S.A. – JSH&A –


About IPREX 

IPREX is a $200 million network of communication agencies, with more than 1,500 staff and over 100 offices worldwide working across the spectrum of industry sectors and practice disciplines.



Natasha Nicholson

Natasha Nicholson

Natasha Nicholson is director of content for IABC and the executive editor for CW.

Leave a Comment

(Comments will be approved/rejected within 24 hours.)