State of the Blogosphere 2011: Introduction and Methodology
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Welcome to Technorati's State of the Blogosphere 2011 report. Since 2004, our annual study has followed growth and trends in the blogosphere. This year's topics include: blogging and social media, bloggers and traditional media, traffic and analysis, brands and marketing in the blogosphere, bloggers' motivations and consequences, monetization, and changes within the blogosphere over 2011.
The Blogosphere is constantly changing and evolving. In 2011 we are seeing bloggers updating their blogs more frequently and spending more time blogging. The type of information influencing blogging has shifted from conversations with friends, which was the primary influence in 2010, to other blogs, which for 68% of bloggers are having more of an influence in 2011.
This year we have chosen to display our results according to five different types of bloggers:
1) Hobbyist: The backbone of the blogosphere, and representing 60% of the respondents to this survey, Hobbyists say that they “blog for fun” and do not report any income. Half of hobbyists prefer to express their “personal musings” when blogging. 60% indicate they spend less than three hours a week blogging, yet half of hobbyists respond individually to comments from readers. Because 72% blog to speak their minds, their main success metric is personal satisfaction (61%).
2-3) Professional Part- and Full-Timers: These bloggers represent 18% of our total group. They are independent bloggers who either use blogging as a way to supplement their income, or consider it their full-time job. Most of these professional bloggers don’t consider blogging their primary source of income. This group primarily blogs about personal musings and technology
4) Corporate: Corporate bloggers make up 8% of the blogosphere. They blog as part of their full-time job or blog full-time for a company or organization they work for. These bloggers primarily talk about technology and business in their blogs. 70% blog to share expertise, 61% to gain professional recognition, and 52% to attract new clients. They have found that blogging has given them greater visibility in their industry (64%) and company (63%). 63% of corporate bloggers use their number of unique visitors to measure success.
5) Entrepreneurs: 13% of the blogosphere is characterized as entrepreneurs, or individuals blogging for a company or organization they own. 84% of these bloggers blog primarily about the industry they work in, with 46% blogging about business and 40% about technology. 76% blog to share expertise; 70% blog to gain professional recognition; and 68% to attract new clients for their business. Continued on the next page