Vizu Research in conjunction with Ad Age has done a blog readership study. Some interesting numbers, a few things you already knew, and some surprises:
–How many and how often do people read blogs?
-30.8% of blog readers read more than three blogs regularly
–and of the blogs they read most often, 68.3% of respondents said they read them daily.
–Community is a primary driver of readership within the blogosphere
-When asked how they find the blogs they read, 67.3% follow links from other blogs.
-Recommendations on blogs (22.9%) is ranked higher than finding links on search engines (19.6%) when selecting which blogs to read.
–What makes a good blog?
-43.9% of respondents said the quality of writing determines which blogs they will read regularly, and 43.6% said that topical focus is a key determinant of regular readership.
-51.5% said quality of writing helps them assess which blogs are credible and high-quality, and 38% said it was the author’s reputation that drives perceived credibility.
-Post frequency and site design are also drivers of perceived blog quality.
–What makes a blog a blog?
– 38.4% replied that expressing personal opinions is the key element in separating blogs from other online media.
-Other factors include: writing style (28.2%), editorial freedom (26.3%) and layout (25.8%).
–Why people read blogs…
-65.7% read for entertainment, and 42.5% read about Personal Interests/Hobbies.
-32.5% read for education and information.
-1 in 8 (12.3%) reported reading blogs for work or business.
–Why blogs are read for work?
-The majority of those who read blogs for work use them as a tracking tool as opposed to a research tool.
-27.3% use blogs to track specific trends or issues, while 49% of respondents said they don’t read blogs for work or business.
Find more about this study in 3/5 issue of Ad Age or read the PDF of the entire report here. Thanks to Ryan for the heads up on the report.