Technorati’s State of the Blogosphere 2008 report has some interesting data on the who, why and how of blogging. The analysis is based on a survey of 1290 bloggers from 66 countries, apart from their own index.
However, it was the data on brands in the blogosphere that I found most interesting.
The big revelation for me was that more than nine in ten bloggers blog about the brands that they love (or hate). I don’t remember seeing a similar statistic before (and I’ll be grateful if you share a link to a similar study with me) but this means that blogging about brands is more ubiquitous than most brand managers realize. Bloggers also write about a wide range of topics related to brands — from brand or product reviews to news or gossip about brands and their experience with store or customer support employees. It would have been interesting to get a sense of how many of these posts are positive, negative or neutral and how blogging about brands varies across geographies.