September 2010

The Blogosphere:
Paul Verna pverna@emarketer.com
Report Contributor Tracy Tang

Colliding with Social and Mainstream Media

Executive Summary: 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.
118542 118543

US Blog Readers, 2008-2014 millions and % of internet users

141.6 133.8 (58.0%) (56.5%) 150.4 (60.0%)

91.4 (45.0%)

102.6 (48.5%)

112.7 (51.0%)

122.6 (53.5%)

But blogs remain an important part of the landscape. This year, 51% of US internet users, or 113 million people, will read blogs on a monthly basis. By 2014, the blog audience is expected to rise to 60% of internet users, or 150 million people. The number of bloggers will also grow, though somewhat more modestly. In 2010, 11.9% of US internet users keep blogs. By 2014, there will be 33.4 million bloggers in the US, representing 13.3% of internet users. eMarketers estimates of bloggers are limited to people who blog; they do not include marketers or media companies with public-facing blogs.

2008

2009

2010

2011

2012

2013

2014

Note: internet users who read blogs at least monthly Source: eMarketer, Aug 2010
118542 www.eMarketer.com

Key Questions
I How many US internet users are reading and writing blogs? I What factors are driving shifts in the way people use blogs?

US Bloggers, 2008-2014 millions and % of internet users

28.1 (12.3%) 30.1 (12.7%) 31.6 (13.0%) 33.4 (13.3%)

I What role do media and corporate blogs play in the blogosphere? I How does social media usage affect blog reading and writing?

22.9 (11.3%)

24.0 (11.3%)

26.2 (11.9%)

2008

2009

2010

2011

2012

2013

2014

Note: internet users who update blogs at least monthly Source: eMarketer, Aug 2010
118543 www.eMarketer.com

Digital Intelligence

Copyright 2010 eMarketer, Inc. All rights reserved.

The eMarketer View

Key eMarketer Numbers: Blogging
150.4 million 60.0% 33.4 million 13.0% US blog readers* in 2014, up from 112.7 million in 2010 US blog readers* % of internet users in 2014, up from 51.0% in 2010 US bloggers** in 2014, up from 26.2 million in 2010 US bloggers** % of internet users in 2014, up from 11.3% in 2009

The number of blog creators is also expected to climb, though not as steeply as that of blog readers.
For many people, the appeal of blogging is not as intense as it was when blogs were the leading form of social media.Today, people have many other social tools at their disposal, and some of them are more fun and less labor-intensive than blogs. Facebook offers most of the capabilities of blogs; users post frequent updates that can include photos, videos and links. To give an idea of how blogging stacks up against social network usage, 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 from blogging with its ability to reach a wide universe of followers in real time with text bursts, photos and links to other media. And platforms such as Flickr and YouTube have enabled photo and video sharing on a massive scale, trumping the need for using blogs for those purposes. Nevertheless, overall blogging rates will inch upward. The biggest factors driving the increase are the ease of use of blogging platforms and the growing comfort level with blog reading among US internet users. Blogs with broad reachwhether media blogs, corporate blogs or influential technology or celebrity blogsare creating a culture in which blogging is accepted as an integral part of the media landscape. This encourages users with something to say to take to the blogosphere.

Note: *internet users who read blogs at least monthly; **internet users who update a blog at least monthly Source: eMarketer, Aug 2010
118544

Despite the success of other social media venues such as Facebook, Twitter and Flickr, blog readership has increased steadily and is expected to continue on an upward path. Just over half of US
internet users are now reading blogs at least once a month, and this percentage will climb to 60% in the next four years. The main drivers behind these increases are the prevalence of blogs in the mainstream media, the increased use of blogs for corporate marketing and easy-to-use personal blogging platforms. Most news sites use reporter blogs and microsites featuring user-generated content to fill coverage voids and provide a feedback forum for readers. These tactics have moved blogs into the foreground and raised their sphere of influence in the media. Similarly, marketers have also increased their use of blogging for functions such as customer service and corporate communications. Increasing numbers of consumers rely on these blogs in their interactions with companies.

The relationship between blogging and the rest of the social web is complexand often symbiotic.
With so many means of expression at their disposal, users gravitate toward the ones that suit their needs. In some cases, a Facebook page might replace a blog. In other cases, Facebook or Twitter might serve as a marketing vehicle, essentially driving traffic via short teasers to longer content on the blog. Social media users are more likely than average adults users to use blogs overall, and specifically as a tool to start an online search for a product or service, according to the Retail Advertising & Marketing Association.

What Is a Blog?
eMarketer uses the following definition, adapted from an entry that appears on Wikipedia. A blog, short for weblog, is a website maintained by a person, group or company with regular entries of commentary, descriptions of events or other content such as photos or videos. This includes media blogs such as The New York Times dozens of reporter and topic blogs; corporate blogs; dedicated news blogs such as the Huffington Post; celebrity blogs such as TMZ and Perez Hilton; technology blogs such as TechCrunch and Mashable; and personal blogs.

The Blogosphere

Blog Readers
eMarketer estimates that in 2010 more than half of US internet users will read blogs at least once a month. This equates to nearly 113 million people. By 2014, 60% of the US internet population, or just over 150 million users, will read blogs.
US Blog Readers, 2008-2014 millions and % of internet users
141.6 133.8 (58.0%) (56.5%) 150.4 (60.0%)

For example, Universal McCanns figures were limited to users ages 16 to 54 who had daily internet access. This constraint made the percentage higher than that of Lightspeed Research, which used a wider age sample (16- to 64-year-olds) and did not specify a frequency of internet access. Universals figures were also higher than others with even less selective age samples, such as Accenture and BIGresearch, which polled adult users. There is an additional factor behind the differing findings. Because many of the most widely read blogs are seamless from mainstream media, survey participants respond differently depending on their own perceptions, as well as the wording of the surveys. Surveys that ask generally whether people read blogs are likely to elicit higher response rates than those that pinpoint certain types of blogs, such as asking if the participant has read someone elses blog. In addition, a reader who stumbles across a New York Times blog while perusing the newspapers website might not be aware of having read a blog. Similarly, someone who follows political news on the Huffington Post or celebrity news on TMZ.com might not think of those sites as blogs. The disparate survey results reflect these ambiguities. Given the lack of standards in how blogs are defined and perceived, it is not surprising that the percentages were roughly between 45% and 65%. eMarketers estimates assume monthly visits to any type of blog within our broad definition. That includes media blogs, corporate blogs, dedicated news blogs, technology blogs and the thousands of long-tail personal blogs. For more on business blogging, see eMarketers upcoming report Corporate Blogging: Media and Marketing Firms Drive Growth, due to publish in October 2010. Trends in blog reading are expected to maintain an upward course as blogs continue to gain influence in the mainstream media. But there is a caveat to eMarketers forecast: Over time, blogs will continue to become indistinguishable from other media channels. For example,The New York Times operates at least 50 public-facing blogs, which are indexed under such headings as News and Politics, Business and Finance,Technology and Sports.These blogs are intertwined with the papers regular coverage. Readers are routinely redirected from the main site to the blogs and back again.There is a near total fluidity between the traditional coverage and the blog posts. As this morphing of blogs and media sites continues to unfold, it will complicate the task of forecasting blog reading as its own category of online activity.The most likely effect of this trend will be that survey respondents will focus on standalone blogs and not necessarily consider blogs that are interspersed into broader media venues. One way around this conundrum will be for survey designers to ask detailed questions that take into account the different types of blogs. This is true for both blog-reading and blog-writing surveys.

91.4 (45.0%)

102.6 (48.5%)

112.7 (51.0%)

122.6 (53.5%)

2008

2009

2010

2011

2012

2013

2014

Note: internet users who read blogs at least monthly Source: eMarketer, Aug 2010
118542 www.eMarketer.com

118542

A comparative estimate of 2008 and 2009 data on the blog audience from researchers including Universal McCann, Accenture, BIGresearch and Lightspeed Research shows a disparity of findings. This is largely due to differences in survey samples, internet access levels, frequency of use and other methodological benchmarks. The differences are also a function of varying perceptions of what constitutes a blog. In the absence of a standard definition, survey participants have their own ideas about whether the sites they visit are blogs. This makes it difficult to get a precise reading of the total size of the blogosphere.
Comparative Estimate: US Blog Readers, 2008-2010 % of internet users
2008 Universal McCann*, July 2009 Accenture**, Jan 2010 eMarketer, Aug 2010 Retail Advertising & Marketing Association (RAMA)**, Sep 2009 Lightspeed Research***, May 2009 61.0% 33.0% 45.0% 2009 66.0% 60.0% 48.5% 46.1% 46.0% 2010 51.0% -

Note: *ages 16-54 with daily or every other day internet access; **ages 18+; ***ages 16-64; data is for Jan Source: eMarketer, Aug 2010
118545 www.eMarketer.com

118545

For additional information on this chart, see the Endnotes section.

The Blogosphere

Blog Writers
eMarketer estimates that there will be 26.2 million bloggers in the US by the end of 2010, or 11.9% of internet users.
US Bloggers, 2008-2014 millions and % of internet users
28.1 (12.3%) 30.1 (12.7%) 31.6 (13.0%) 33.4 (13.3%)

Considering the wide discrepancies among surveys of blog reading rates, why is there relative convergence among blogger numbers? The reason is that blog writing is an active and unambiguous pursuit. A survey participant who is asked whether he or she writes a blog is not likely to be confused by the question.
Comparative Estimate: US Bloggers, 2008-2010 % of internet users
2008 Accenture, Jan 2010 (1) Universal McCann, July 2009 (2) Retail Advertising & Marketing Association (RAMA), Sep 2009 (3) Trendstream and Lightspeed Research, Nov 2009 (4) eMarketer, Aug 2010 Pew, Oct 2009 (5) Boston Consulting Group, May 2010 PostRelease, Jan 2010 (6) 18.0% 26.0% 11.3% 11.0% 2009 39.0% 33.0% 13.0% 12.8% 11.3% 11.0% 11.0% 5.7% 2010 11.9% -

22.9 (11.3%)

24.0 (11.3%)

26.2 (11.9%)

2008

2009

2010

2011

2012

2013

2014

Note: internet users who update blogs at least monthly Source: eMarketer, Aug 2010
118543 www.eMarketer.com

Note: (1) ages 18+; includes contributing to online references such as Wikipedia; (2) ages 16-54 with daily or every other day internet access; (3) ages 18+, maintain own blog; (4) ages 16-64; write own blog; data is for June; (5) ages 18+; ever create/work on own online journal/blog; (6) ages 18+; publish a blog Source: eMarketer, Aug 2010; various, as noted, 2009 & 2010
118546 118546 www.eMarketer.com

For additional information on this chart, see the Endnotes section.

118543

On a comparative basis, eMarketers estimates are in line with 2009 data from Trendstream/Lightspeed Research, BIGresearch, Boston Consulting Group and Pew, all of which estimated blogging rates ranging from 11% to 13%. A Universal McCann study found US blogging rates at a far higher 33%, but the survey was limited to respondents ages 16 to 54 with daily or every-other-day internet access. Another study by Accenture noted that 39% of US adult internet users wrote blogs or contributed to online references such as Wikipedia in 2009, up more than 100% over the previous year. This number would translate to more than 85 million people in the US alonea high number even considering that contributions to online encyclopedias were lumped in with blogging. For that reason, this number is considered an outlier.

The Blogosphere

Factors Driving Growth

eMarketers more modest growth forecast for blogging takes into consideration several factors that affect blog creation both favorably and unfavorably. The key drivers behind the growth in US personal blogging rates are the ease of use of personal blogging platforms and the growing comfort level with blogs as a form of media. There are plenty of hosting options from a variety of providers, such as free, do-it-yourself services for hobbyists and robust, enterprise solutions designed to scale with the integrated digital media output needs of large companies. These include blogging pioneers such as Six Apart, newer but firmly established players such as Automattic (parent company of WordPress.com), and portals such as Google, Microsoft and MySpace.
Prole of Select Blog-Hosting Services, 2010
Parent company Blogger Bloglines Blogs.com Fotolog Friendster LiveJournal Google IAC/Interactive Corp. Six Apart Fotolog Friendster SUP Pricing Free Free Free Free; "Gold Camera" membership starts at $2.75 for 3 weeks Free Free and paid plans starting at $3 per month Free and paid plans ranging from $395.95 per year (5 authors) to $995.95 per year (20 authors) Free Free $8.95-$29.95 per month Free Free Free and paid plans (custom pricing) Free and paid plans ranging from $25-$45 per year
www.eMarketer.com

In Technorati State of the Blogosphere 2009,author Matt Sussman writes: While blog postings often focus on the local issues of the specific blogger, the audience of such blogs is much less limited than other forms of media have been historically. An internet-connected world has expanded the marketplace of ideas available to any individual anywhere.

Factors Limiting Growth

At the other end of the spectrum, many internet users who once blogged are shifting to other social media channels. The top three reasons people blog, according to a BlogHer-iVillage study, are for self-expression, for fun and to connect with others. Those activities are increasingly carried out on Facebook, Twitter and other social venues, making blogs less essential to a persons online presence.
Reasons that US Bloggers* Write Blogs, March 2010 % of respondents
Express myself For fun Connect with others like me Create personal record Give advice Earn money 20.2% 31.6% Persuade others 50.9% 81.6% 80.6% 75.4% 68.2%

Movable Type Six Apart

MySpace Twitter TypePad Vox

Fox Interactive Media Twitter Six Apart Six Apart

Note: n=912; *BlogHer site users only Source: BlogHer and iVillage, "2010 Social Media Matters Study" co-sponsored by Ketchum and The Nielsen Company, April 15, 2010
114283 114283 www.eMarketer.com

Windows Live Microsoft Spaces WordPress Xanga Automattic Xanga

Source: company reports, 2010

119124 119124

These off-the-shelf tools allow personal bloggers to quickly and easily build their sites from scratch. The cost and ease-of-use barriers to entry have become negligible. Twitter is also a force in this industry, even though it does not offer a conventional blogging platform. The companys microblogging service is both beneficial and detrimental to blogging. Some former bloggers now rely on Twitter as their main conduit of expression, but many use Twitter as a marketing vehicle for their blogs. At the same time, the growing use of blogging by media organizations and marketers has raised the comfort level with blogs as a news source, as a means of interacting with companies, and as a forum for customer reviews and opinions. These trends have empowered people to use the blogosphere to reach the widest possible audience.

Further, the Technorati Blogosphere report found that 26% of bloggers who use Twitter said the microblogging service had caused them to reduce the amount of time they spent on their traditional blogs. Users often employ Twitter as a teaser to drive traffic to their blogs. But at the same time, Twitter can circumvent a blog, particularly in situations where the user just wants to write a short comment with a link to an outside source. Similarly, many MySpace and Facebook users avail themselves of those networks blogging services and blog-like features. Adding to these trends, Cox Communications and Pew Internet & American Life Project noted a significant decrease in the number of teens who kept their own blogs.

The Blogosphere

In the Cox Communications studya joint project with the National Center for Missing and Exploited Children19% of US teen internet users reported blogging in 2010, down from 37% in 2006. Instant messaging also showed a decrease, but the percentage with social networking profiles was up significantly.
Communication/Entertainment Activities of US Teen Internet Users, 2006 & 2010 % of respondents
Have personal e-mail address 95% 93% Have instant message screen name 84% 63% Have mobile phone 63% 84% Have social networking prole 61% 84% Have blog 37% 19% Have game system 33% 45% 2006 2010

Among 18- to 29-year-olds, the drop was only slightly less pronounced, with 15% reporting blogging in 2009, compared with 24% in 2007. These findings were somewhat mitigated by an increase in the number of bloggers ages 30 and up. However, teen and young adult usage is a strong indicator of future trends, so the balance of Pews data points to waning interest in blogging.
US Internet Users Who Blog, by Age, 2007 & 2009 % of respondents in each group
18-29 24% 15% 30+ 7% 11% 2007 2009

Source: Pew Internet & American Life Project, "Social Media and Mobile Internet Use Among Teens and Young Adults," February 3, 2010
111284 111284 www.eMarketer.com

Note: 2010 n=1,032 ages 13-17 Source: Cox Communications and the National Center for Missing & Exploited Children (NCMEC), "Teen Online Safety & Digital Reputation Survey," June 14, 2010
116586 116586 www.eMarketer.com

Pew reported that 14% of US internet users ages 12 to 17 blogged in 2009, compared with 28% in 2006. The same study also noted that fewer teens posted comments to their friends blogs in 2009 compared with previous years.
US Teen Internet Users Who Blog, 2006 & 2009 % of respondents
2006 2009 14% 28%

Note: ages 12-17 Source: Pew Internet & American Life Project, "Social Media and Mobile Internet Use Among Teens and Young Adults," February 3, 2010
111283 www.eMarketer.com

111283

The Blogosphere

Blogging and the Social Web

In the early days of the medium, a blog was the only available outlet for people or companies that wanted to establish a feedback loop with their target audiences. Today, blogging is one of a variety of options businesses use to communicate with customers, including social networking, microblogging, photo- and video-sharing, and customer reviews.
This expanded universe of options has encroached on personal blogging. A study by USC Annenberg showed that 16% of social media users relied on personal blogs in 2009, compared with 18% in 2007. By contrast, the percentage of social media users who kept profiles on Facebook more than doubled to 86% in 2009, from 41% in 2007. This trend illustrates Facebooks rise and self-sufficiency as a blog-like platform.
Social Media Sites Used by US Social Media Users to Keep a Personal Blog or Prole, 2007-2009 % of respondents
MySpace 70% 69% 46% Facebook 41% 56% 86% Personal blog 18% 17% 16% hi5 2% 0% 1% Other 23% 16% 12% 2007 2008 2009

But the relationship between blogging and other social media can also be symbiotic. The Retail Advertising and Marketing Association (RAMA) noted that over 18% of adult social media users reported using blogs, compared with 12% of average adults. Although the survey did not specify whether respondents were asked about reading, writing or commenting on blogs, the underlying message is that social media users are more engaged in a host of digital activities that include blogging.
New Media and Technologies Used by US Social Media Users vs. Average Adults, December 2009 % of respondents
Social media users Mobile phone Text messaging on mobile phone TiVo/replay TV/DVR Instant messaging online iPod/MP3 player Video gaming Take picture/video on mobile phone Watch video/TV online Blogs Satellite radio (XM-Sirius) iPhone Web radio PDA Watch video/TV on mobile phone 74.9% 51.9% 33.8% 31.2% 29.5% 26.8% 25.0% 23.2% 18.5% 13.3% 12.4% 11.7% 11.6% 8.2% Average adults 63.0% 32.1% 28.5% 21.2% 20.8% 19.8% 16.1% 15.5% 12.3% 11.8% 8.5% 8.4% 8.4% 5.2%

Note: ages 18+ Source: Retail Advertising & Marketing Association (RAMA), "Social Media: An Inside Look at the People Who Use It" conducted by BIGresearch, March 3, 2010
112437 www.eMarketer.com

112437

In a similar finding, the RAMA noted that 12% of social media users were influenced by blogs to start an online search for a product or service in 2009. Among average adults, the response rate was only 8%.

Note: for self-publication, social networking or other purposes Source: USC Annenberg School Center for the Digital Future, "The Digital Future Project-Year Nine" as cited in press release, April 26, 2010
115446 www.eMarketer.com

115446

The Blogosphere

Further, a study by BlogHer and iVillage found that active social media users read, wrote and commented on blogs at rates far beyond average internet users. The study defined social media activity as using the BlogHer site, so the survey responses understandably reflected a predilection for blogging activity. Nevertheless, the study illustrates a strong connection between blogging and other forms of social media.
Online and Ofine Activities Among Active* US Social Media Users**, March 2010 % of respondents
Reading blogs 96% Watching TV 88% Listening to radio 86% Facebook 82% Commenting to blogs 69% Writing blogs 68% Reading message boards 68% Reading print magazines 64% Reading print newspapers 54% Commenting to message boards 45% Note: n=1,550; *use social media weekly or more; **BlogHer site users only Source: BlogHer and iVillage, "2010 Social Media Matters Study" co-sponsored by Ketchum and The Nielsen Company, April 15, 2010
114282 www.eMarketer.com

Blogging platform Typepad estimated that adding a Facebook like widget to a blog sidebar resulted in a 50% increase in traffic from Facebook to that blog. This was based on a test conducted in the spring of 2010 with 1,500 Typepad blogs. Similarly, adding the Facebook widget to blog post footers resulted in a 200% traffic increase for 2,400 Typepad blogs tested. The Typepad report noted: Theres no denying that readership on Facebook can have a powerful impact on a blogs traffic with the right tools. Darren Rowse of ProBlogger.net, a leading proponent of using social media to promote blogs, advocated using the blog as home base and social media sites as outposts. In September 2009, Rowse posted a video on ProBlogger.net that described his approach, which he said was inspired by fellow blogger Chris Brogan. The idea is you build a home base for what you do, and your home base is something you have complete control over, said Rowse. Around the home base I interact in a variety of other places The activities that Im doing on the outposts are quite similar to what I do on the home base but theyre there to reinforce and build the home base. For Rowse, the outposts are social media spaces including Facebook, Twitter, LinkedIn, YouTube, digg and Friendfeed, all of which he uses to steer traffic to his home base at ProBlogger.net.

114282

The Blogosphere

Conclusions
The rates of blog reading will rise appreciably over the next several years. These increases will be driven by an ongoing confluence between blogs and traditional media, as well as by the growing use of blogs at the corporate level. Blogs are an increasingly accepted part of the news and opinion loop in a broad variety of subject areas, notably politics, technology and celebrity culture. The numbers of blog creators will also increase, albeit more modestly. This growth will be spearheaded by the ease of use of blog hosting services and the widespread acceptance of blogs in the media mix. Social media will also promote blogging by acting as a traffic aggregator to blog sites. However, this will be a double-edged sword, as social venues can also inhibit blogging by providing users with powerful platforms of self-expression.

Endnotes
Endnote numbers correspond to the unique six-digit identifier in the lower left corner of each chart. The charts from the report are repeated before their respective endnotes.
118545
Comparative Estimate: US Blog Readers, 2008-2010 % of internet users
2008 Universal McCann*, July 2009 Accenture**, Jan 2010 eMarketer, Aug 2010 Retail Advertising & Marketing Association (RAMA)**, Sep 2009 Lightspeed Research***, May 2009 61.0% 33.0% 45.0% 2009 66.0% 60.0% 48.5% 46.1% 46.0% 2010 51.0% -

Note: *ages 16-54 with daily or every other day internet access; **ages 18+; ***ages 16-64; data is for Jan Source: eMarketer, Aug 2010
118545 www.eMarketer.com

118545

Extended Note: eMarketer defines blog readers as internet users who read blogs at least monthly. Citation: Accenture, "Mobility Takes Center Stage: The 2010 Accenture Consumer Electronics Products and Services Usage Report," January 5 ,2010; "Global Web Index" conducted by Lightspeed Research, May 28, 2009; Retail Advertising & Marketing Association (RAMA), "All About Moms," conducted by BIGresearch, September 16, 2009; Universal McCann, "Power to the People: Social Media Tracker Wave 4," July 30, 2009

The Blogosphere

118546
Comparative Estimate: US Bloggers, 2008-2010 % of internet users
2008 Accenture, Jan 2010 (1) Universal McCann, July 2009 (2) Retail Advertising & Marketing Association (RAMA), Sep 2009 (3) Trendstream and Lightspeed Research, Nov 2009 (4) eMarketer, Aug 2010 Pew, Oct 2009 (5) Boston Consulting Group, May 2010 PostRelease, Jan 2010 (6) 18.0% 26.0% 11.3% 11.0% 2009 39.0% 33.0% 13.0% 12.8% 11.3% 11.0% 11.0% 5.7% 2010 11.9% -

Note: (1) ages 18+; includes contributing to online references such as Wikipedia; (2) ages 16-54 with daily or every other day internet access; (3) ages 18+, maintain own blog; (4) ages 16-64; write own blog; data is for June; (5) ages 18+; ever create/work on own online journal/blog; (6) ages 18+; publish a blog Source: eMarketer, Aug 2010; various, as noted, 2009 & 2010
118546 www.eMarketer.com

118546

Extended Note: eMarketer defines bloggers as internet users who update blogs at least monthly. Citation: Accenture, "Mobility Takes Center Stage: The 2010 Accenture Consumer Electronics Products and Services Usage Report," January 5 ,2010; Boston Consulting Group, "China's Digital Generations 2.0," May 1, 2010; Pew Internet & American Life Project, "Usage Over Time," October 30, 2009; PostRelease survey conducted by Synovate, provided to eMarketer, January 25, 2010; Retail Advertising & Marketing Association (RAMA), "All About Moms," conducted by BIGresearch, September 16, 2009; Trendstream and Lightspeed Research, "The Global Web Index Wave 1," November 26, 2009; Universal McCann, "Power to the People: Social Media Tracker Wave 4," July 30, 2009

The Blogosphere

10

Related Information and Links

Related Links ProBlogger.net
http://www.problogger.net

About eMarketer
eMarketer is a business service unlike any other. eMarketer does not conduct research. It aggregates and analyzes all the available research, surveys and data on a given topic. So you see far more than a single source could ever provide. eMarketer doesnt deliver one point of viewit gives you thousands. Providing overviews and insights available nowhere else, eMarketer reports on the reports, analyzes the analysts and dissects the data.
A Trusted Resource
eMarketer serves as a trusted, third-party resource, cutting through the clutter and hypehelping businesses make sense of the numbers and trends. eMarketer's products and services help companies make better, more informed business decisions by
I Streamlining research sources and reducing costs I Eliminating critical data gaps I Providing an objective, birds-eye view of the entire landscape I Better deploying and sharing information across the company I Building solid business cases backed up by hard data I Reducing business risk I Saving valuable time

Technorati
http://www.technorati.com

Contact
eMarketer, Inc. 75 Broad Street 32nd floor New York, NY 10004 Toll-Free: 800-405-0844 Outside the US: 212-763-6010 Fax: 212-763-6020 sales@emarketer.com

Report Contributors
Susan Reiter Joanne DiCamillo Dana Hill Daniel McMahon Nicole Perrin Meg Prossnitz Allison Smith Managing Editor Production Artist Production Artist Senior Copy Editor Senior Editor Editorial Assistant Director of Charts

To learn more about subscriptions to eMarketer, call 800-405-0844 (outside the U.S. and Canada, call 001-212-763-6010), or email sales@emarketer.com.

The Blogosphere

11