Abstract
Once a haven for techies, there are now blogs for everything from celebrity
gossip to political commentary to the most mundane personal minutiae. By 2012,
more than 145 million people- or 67% of the US Internet population- will be
reading blogs at least once per month.
The Blogosphere report analyzes the growing social and economic impact of this
once niche-communications channel.
The number of people creating blogs in the US will also grow, reaching 34.7
million people by 2012- 16% of the Internet population. By contrast, there
were some 22.6 million US bloggers in 2007, a number that correlates to 12% of
Internet users.
Buoyed by these massive levels of consumer engagement, US blog advertising
will reach $746 million in 2012, up from $283 million in 2007.
Key questions “The Blogosphere” report answers:
- How many US Internet users are currently writing blogs?
- How many US Internet users are reading blogs?
- What is the relationship between the mainstream media and the blogosphere?
- What are the demographics of bloggers and blog readers?
- How much was spent on blog advertising in the US in 2007?
- How fast will blog advertising grow in the next five years?
- Which blog sites receive the most visits?
- How has blog traffic changed in recent years?
- And many others.....
eMarketer Reports- On Target and Up to Date
The Blogosphere report aggregates the latest data from marketing and
communications researchers with eMarketer analysis to provide the information
you need to make smart, accurate business decisions.
Table of Contents
Executive Summary
- US Blog Readers*, 2007-2012 (millions and % of Internet users)
- US Bloggers*, 2007-2012 (millions and % of Internet users)
- Key Questions
The eMarketer View
- Key eMarketer Numbers - The Blogosphere
Blog Usage by Consumers
- Blog Readers
- US Blog Readers*, 2007-2012 (millions and % of Internet users)
- Frequency with which US Internet Users Read Specific Blogs, July 2007 (%
of respondents)
- Number of Blogs Read Regularly by US Internet Users, July 2007 (% of
respondents)
- Blog Readers in the UK, US and Worldwide, 2006-2008 (% of respondents)
- Frequent* Online Activities of Adult Internet Users in North America,
2007 (% of respondents)
- US Adult Internet Users Who Read Blogs, February 2004-January 2006 (% of
respondents)
- Factors that Make a Blog a Blog according to US Internet Users,
November-December 2006 (% of respondents)
- Primary Reason for Reading Blogs among US Adult Blog Readers,
July-August 2007 (% of respondents)
- Bloggers
- US Bloggers*, 2007-2012 (millions and % of Internet users)
- Online Activities of US Adult Internet Users, 2006 (% of respondents)
Demographics of Bloggers and Blog Readers
- Select Weekly Online Activities* of US Internet Users, by Age,
February-March 2007 (% of respondents in each group)
- Media Used by US Adult Consumers, by Age, September-October 2007 (% of
respondents in each group)
- US Blog Readers, by Age, 2007 (% of respondents)
- Demographic Profile of US Adult Bloggers*, January 2008 (% of respondents)
- Demographic Profile of US Teen Internet Users Who Read Blogs,
October-November 2006 (% of respondents)
- US Teen Internet Users Who Have a Blog, by Age and Gender, February &
March 2007 (% of respondents in each group)
- US Teen Internet Users Who Have Created a Blog*, October-November 2004 &
October-November 2006 (% of respondents)
- Creative or Authoring Online Activities* of US Tween and Teen Internet
Users, March 2007 (% of respondents)
- Online Activities* of US Teen Internet Users, Q1 2007 (% of respondents)
- Select Online Social Media Activities of US College Students in the Past
Month, by Gender, May 2007 (% of respondents in each group)
- Blog, Instant Messaging (IM) and Social Networking Web Site Use by
Affluent* vs. Total US Internet Users, March 2007 (% of respondents in each
group)
- Blog Use by Affluent* US Internet Users, 2005 & 2007 (% of respondents)
- US Affluent* vs. Non-Affluent Internet Users Who Use Instant Messaging
and/or Blogs, 2007 (% of respondents in each group)
Blogs as a Marketing Medium
- Current and Planned Usage of Online Social Media Marketing by US
Advertisers, 2007 (% of respondents)
- Social Media Marketing Tactics that US Marketing Professionals Use, Q3
2007 (% of respondents)
- Social Media Marketing Tactics that US Marketing Professionals Plan to
Implement, by Timeframe, Q3 2007 (% of respondents)
- New Media/Consumer-Generated Media Tactics Used by US Marketers, April-May
2007 (% of respondents)
- Online/Mobile Marketing Tactics Used by US Marketers, February-March 2007
(% of respondents)
- US Marketers Who Use Word-of-Mouth, Blog or Social Network Marketing, 2007
(% of respondents in each group)
- Online Applications Used in Marketing Programs in the Past Year by B2B
Marketers in North America, April-May 2007 (% of respondents)
- Use of Digital B2B Media that US B2B Decision-Makers Will Increase* in the
Next Two Years, 2007 (% of respondents)
- Effective New Media Platforms Used by Marketers at US B2B and B2C
Companies, June 2007 (% of respondents in each group)
Advertising on Blogs
- US Blog Advertising Spending, 2007-2012 (millions)
- US Blog, Podcast and RSS Advertising Spending, 2006, 2007 & 2011 (millions)
- US Interactive Marketers Who Use* Blog Advertising, 2006 & 2007 (% of
respondents)
- Demographic Profile of US Adult Blog Readers Who Have Noticed Ads on Blogs
Visited, July-August 2007 (% of respondents in each group)
- Demographic Profile of US Adult Blog Readers Who Have Clicked Ads Noticed
on Blogs Visited, July-August 2007 (% of respondents in each group)
Top Blog Sites
- Top 10 Blogs in the US, Ranked by Unique Visitors, March 2007 & March 2008
(thousands and % change)
- Top 10 Blogs in the US, Ranked by Unique Visitors, July 2006 & July 2007
(thousands and % change)
- Top 15 Social Networking and Blog Web Sites Worldwide, Ranked by Unique
Visitors, September 2007 (thousands and % change)
- Top 20 Web Sites in the US, Ranked by Growth of Unique Visitors, December
2007 (millions and % change)
- Top 12 US Blogs, Ranked by Fans*, March 11, 2008
- Top 10 Celebrity Blogs Searched on Yahoo!, 2007
- Top 10 Web Sites among US College Students, by Gender, February 2008 (% of
respondents)
Blogs and Politics
- US Registered Voters Who Regularly or Occasionally Blog, by Political
Affiliation, January 2008 (% of respondents in each group)
- US Adult Internet Users Who Read Political Blogs, by Age and Political
Party, January 2008 (% of respondents)
- Online Political Activities* of US Adult Internet Users, January-March
2008 (% of respondents)
- Online Political Activities* of US Adult Internet Users, by Political
Party, January-March 2008 (% of respondents)
- Blogs and Traditional Media
- Ways that US Journalists Use Blogs, January 2008 (% of respondents)
- News Source Users and Penetration among US Adult Consumers, September 2007
(millions and % of respondents)
- News Sources Regularly Used by US Adults, February 2007 (% of respondents)
Related Information and Links
- Related Links
- Contact
- Report Contributors
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