BlogHer, Inc. (www.blogher.com), one of the top women's online networks and the Web's number-one guide to blogs by women, today announced the release of the BlogHer/Compass Partners 2008 Social Media Benchmark Study, which reveals compelling new insights into the power of the blogosphere and the significant role it plays in the lives of U.S. women. The survey, conducted with Compass Partners LLC, illustrates several surprising new trends in social media, specifically that 36.2 million women write and read blogs every week and approximately half consider blogs a "highly reliable" or "very reliable" source of information and advice about everything from products to presidential candidates. Fully 24 percent of women surveyed say they now watch less television because they are blogging instead.
The survey data indicate American women are drawn to participate in the blogosphere primarily because it provides access to the content they want, when they want it. Survey results also indicate that the blogging community's fundamental trust in one another has contributed to its rapid growth. Specific survey findings show:
- Approximately, 36.2 million women actively participate in the blogosphere every week with 15.1 publishing at least one post a week and 21.1 reading and commenting to blogs a week
- More than 40% of women surveyed consider blogs a reliable source of advice and information
- 40% of bloggers believe their biggest impact is through fostering relationships with like-minded individuals
- Half of women surveyed say blogs influence their purchase decisions
- Women are so passionate about blogging that large percentages of
women said they would give something up to keep the blogs they read
and/or write:
- 55% would give up alcohol
- 49% would give up their PDAs
- 42% would give up their i-Pod
- 43% would give up reading the newspaper
- 20% would give up chocolate (some things are sacred)
"Several recent surveys indicate that our trust in institutions is declining. We are losing trust in the government, politicians, the media and many corporations. But as it turns out, we trust each other," said Elisa Camahort Page, BlogHer co-founder and COO. "The blogosphere is increasingly becoming the digital 'kitchen table' where individuals can sit down to have an authentic conversation about all the topics that affect their daily lives - from household products to presidential candidates."
"When analyzing data from the BlogHer/Compass Partners Social Media Benchmark Study, I was struck by how reliable and dedicated these women are to their blogs and their online communities. Blogging is an integral part of their daily lives and a key source of information and entertainment," said Susan Wright, managing director of Compass Partners LLC. "The fact that their readers find them highly credible and that this joint participation has achieved significant scale, presents proactive marketers with a measurable opportunity to engage with a highly desirable consumer demographic."
About the Survey
The BlogHer/Compass Partners Social Media Benchmark Study was conducted in two parts; one reflecting a representative sample of the general U.S. population of women and the other reflecting the BlogHer network.
U.S. women sample size: 2,350 (1,250 of which were blogosphere participants)
The BlogHer network sample size: 5,113
The data from the samples gave insight into the behaviors, trends and purchasing habits of women online. The online survey is the first of several that BlogHer and Compass Partners will facilitate in six-month increments in order to examine shifts in online trends and behaviors within the blogosphere. The general U.S. population survey will be conducted on a yearly basis.
The Compass Partners/BlogHer 2008 Social Media Benchmark Study [PDF]