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The Blogosphere-Colliding With Social and Mainstream Media

The Blogosphere-Colliding With Social and Mainstream Media

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Published by Theonlyone01
Social networks and microblogs have in recent years nudged blogging off the social media
pedestal. For some consumers, who have more communication tools at their fingertips than they did a few years ago,
Facebook and Twitter have supplanted blogging as life-streaming outlets.
Social networks and microblogs have in recent years nudged blogging off the social media
pedestal. For some consumers, who have more communication tools at their fingertips than they did a few years ago,
Facebook and Twitter have supplanted blogging as life-streaming outlets.

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Published by: Theonlyone01 on Nov 26, 2011
Copyright:Attribution Non-commercial


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Executive Summary:
Social networks and microblogs have in recent years nudged blogging off the social mediapedestal.For some consumers,who have more communication tools at their fingertips than they did a few years ago,Facebook and Twitter have supplanted blogging as life-streaming outlets.
But blogs remain an important part of the landscape.This year,51% of US internet users,or 113 million people,will read blogson a monthly basis.By 2014,the blog audience is expected torise to 60% of internet users,or 150 million people.The number of bloggers will also grow,though somewhat moremodestly.In 2010,11.9% of US internet users keep blogs.By2014,there will be 33.4 million bloggers in the US,representing13.3% of internet users.eMarketer’sestimates of bloggers arelimited to people who blog;they do not include marketers ormedia companies with public-facing blogs.
Key Questions
How many US internet users are reading and writing blogs?
What factors aredriving shifts in the way people use blogs?
What role do media and corporate blogs play in the blogosphere?
How does social media usage affect blog reading and writing?
The Blogosphere:
Colliding with Social andMainstream Media
September 2010
Paul Verna pverna@emarketer.com
Report Contributor
Tracy Tang
Digital Intelligence
Copyright ©2010 eMarketer,Inc.All rights reserved.
illions and % of internet users
US Blog Readers, 2008-2014
ote: internet users who read blogs at least monthly ource: eMarketer,Aug 2010
118542 www.
millions and % of internet users
US Bloggers, 2008-2014
Note: internet users who update blogs at least monthly  Source: eMarketer,Aug 2010
118543 www.
The Blogosphere2
The eMarketer View
Despite the success of other social media venuessuch as Facebook,Twitter and Flickr,blogreadership has increased steadily and is expectedto continue on an upward path.
Just over half of USinternet users are now reading blogs at least once a month,andthis percentage will climb to 60% in the next four years.The maindrivers behind these increases are the prevalence of blogs in themainstream media,the increased use of blogs for corporatemarketing and easy-to-use personal blogging platforms.Most news sites use reporter blogs and microsites featuringuser-generated content to fill coverage voids and provide afeedback forum for readers.These tactics have moved blogs intothe foreground and raised their sphere of influence in the media.Similarly,marketers have also increased their use of blogging forfunctions such as customer service and corporatecommunications.Increasing numbers of consumers rely on theseblogs in their interactions with companies.
What Is a Blog?
eMarketer uses the following definition,adaptedfrom an entry that appears on Wikipedia.Ablog,short for “weblog,is a website maintainedby a person,group or company with regular entriesof commentary,descriptions of events or othercontent such as photos or videos.This includes media blogs such as The New YorkTimes’ dozens of reporter and topic blogs;corporateblogs;dedicated news blogs such as the HuffingtonPost;celebrity blogs such as TMZ and Perez Hilton;technology blogs such as TechCrunch and Mashable;and personal blogs.
The number of blog creators is also expected toclimb,though not as steeply as that of blog readers.
For many people,the appeal of blogging is not as intense as it waswhen blogs were the leading form of social media.Today,peoplehave many other social tools at their disposal,and some of them aremore fun and less labor-intensive than blogs.Facebook offers mostof the capabilities of blogs;users post frequent updates that caninclude photos,videos and links.To give an idea of how blogging stacks up against social networkusage,there will be 26 million bloggers in the US by the end of 2010 compared with some 150 million Facebook users.In addition,Twitter has taken some of the momentum fromblogging with its ability to reach a wide universe of followers inreal time with text bursts,photos and links to other media.Andplatforms such as Flickr and YouTube have enabled photo andvideo sharing on a massive scale,trumping the need for usingblogs for those purposes.Nevertheless,overall blogging rates will inch upward.The biggestfactors driving the increase are the ease of use of bloggingplatforms and the growing comfort level with blog reading amongUS internet users.Blogs with broad reach—whether media blogs,corporate blogs or influential technology or celebrity blogs—arecreating a culture in which blogging is accepted as an integral partof the media landscape.This encourages users with something tosay to take to the blogosphere.
The relationship between blogging and the rest of the social web is complex—and often symbiotic.
With so many means of expression at their disposal,usersgravitate toward the ones that suit their needs.In some cases,aFacebook page might replace a blog.In other cases,Facebook orTwitter might serve as a marketing vehicle,essentially drivingtraffic via short teasers to longer content on the blog.Social media users are more likely than average adults users touse blogs overall,and specifically as a tool to start an onlinesearch for a product or service,according to the Retail Advertising&Marketing Association.
Key eMarketer Numbers: Blogging
150.4 million
US blog readers* in 2014, up from 112.7 millionin 2010
US blog readers* % of internet users in 2014,up from 51.0% in 2010
33.4 million
US bloggers** in 2014, up from 26.2 millionin 2010
US bloggers** % of internet users in 2014, upfrom 11.3% in 2009
Note: *internet users who read blogs at least monthly; **internet userswho update a blog at least monthly  Source: eMarketer,Aug 2010
The Blogosphere3
Blog Readers
eMarketer estimates that in 2010 more than half of US internet users will read blogs at least once amonth.This equates to nearly 113 million people.By 2014,60% of the US internet population,or justover 150 million users,will read blogs.
Acomparative estimate of 2008 and 2009 data on the blogaudience from researchers including Universal McCann,Accenture,BIGresearch and Lightspeed Research shows adisparity of findings.This is largely due to differences in surveysamples,internet access levels,frequency of use and othermethodological benchmarks.The differences are also a functionof varying perceptions of what constitutes a blog.In the absenceof a standarddefinition,survey participants have their own ideasabout whether the sites they visit are blogs.This makes it difficultto get a precise reading of the total size of the blogosphere.
For additional information on this chart,see the Endnotes section.
For example,Universal McCann’s figures were limited to usersages 16 to 54 who had daily internet access.This constraint madethe percentage higher than that of Lightspeed Research,whichused a wider age sample (16- to 64-year-olds) and did not specify afrequency of internet access.Universal’s figures were also higherthan others with even less selective age samples,such asAccenture and BIGresearch,which polled adult users.There is an additional factor behind the differing findings.Becausemany of the most widely read blogs are seamless from mainstreammedia,survey participants respond differently depending on theirown perceptions,as well as the wording of the surveys.Surveys thatask generally whether people read blogs are likely to elicit higherresponse rates than those that pinpoint certain types of blogs,suchas asking if the participant has read “someone else’s blog.”In addition,a reader who stumbles across a New York Times blogwhile perusing the newspaper’s website might not be aware of having read a blog.Similarly,someone who follows political newson the Huffington Post or celebrity news on TMZ.com might notthink of those sites as blogs.The disparate survey results reflectthese ambiguities.Given the lack of standards in how blogs aredefined and perceived,it is not surprising that the percentageswereroughly between 45% and 65%.eMarketer’sestimates assume monthly visits to any type of blogwithin our broad definition.That includes media blogs,corporateblogs,dedicated news blogs,technology blogs and the thousandsof long-tail personal blogs.
For more on business blogging,see eMarketer’s upcomingreport “Corporate Blogging:Media and Marketing FirmsDrive Growth,due to publish in October 2010.
Trends in blog reading areexpected to maintain an upwardcourseas blogs continue to gain influence in the mainstream media.Butthereis a caveat to eMarketer’sforecast:Over time,blogs willcontinue to become indistinguishable from other media channels.For example,The New York Times operates at least 50 public-facingblogs,which are indexed under such headings as “News and Politics,”“Business and Finance,“Technology”and “Sports.”These blogs areintertwined with the paper’sregular coverage.Readers are routinelyredirected from the main site to the blogs and back again.There is anear total fluidity between the traditional coverage and the blog posts.As this morphing of blogs and media sites continues to unfold,it willcomplicate the task of forecasting blog reading as its own categoryof online activity.The most likely effect of this trend will be that surveyrespondents will focus on standalone blogs and not necessarilyconsider blogs that areinterspersed into broader media venues.Oneway around this conundrum will be for survey designers to askdetailed questions that take into account the different types of blogs.This is true for both blog-reading and blog-writing surveys.
illions and % of internet users
S Blog Readers, 2008-2014
ote: internet users who read blogs at least monthly ource: eMarketer,Aug 2010
18542 www.
% of internet users
Comparative Estimate: US Blog Readers, 2008-2010
Universal McCann*, July 2009Accenture**, Jan 2010
eMarketer,Aug 2010
Retail Advertising & Marketing Association(RAMA)**, Sep 2009Lightspeed Research***, May 2009
Note: *ages 16-54 with daily or every other day internet access; **ages18+; ***ages 16-64; data is for Jan Source: eMarketer,Aug 2010
118545 www.

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