September 28th, 2008
Technorati State of the Blogosphere 2008: Nine in Ten Bloggers Blog About the Brands They Love (or Hate)
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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.
Brands are beginning to become aware of the increasing influence of bloggers and trying to engage with them. One in three bloggers has been approached to be a brand advocate and, of these, more than six in ten were offered payments of some kind. These numbers also seem very high to me.
For more details, read the report or read a nice summary of the top five statistics from the report from the perspective of marketers compiled by Sarah Marchetti from Ovilgy PR.
