The Blogosphere: A Mass Movement from Grass Roots

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

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