Bloggers 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...
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