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America's Blogging Behaviour

Posted on 8.29.2007
According to a recent Synovate/Marketing Daily survey, 8 out of 10 Americans know what a blog is and almost half have visited blogs. The study, conducted online with 1,000 adults in the US using Synovate eNation from July 30 to August 1, shows that blogging has entered the mainstream.

Loyalty to specific blogs is also fairly strong with 46% of blog readers saying that they visit the same blogs regularly versus 54% who instead usually surf for new and different ones.

Awareness and usage of blogs, along with people penning their own, strongly correlates to age, with younger people being much more active. Nearly 90% of those aged 25 to 34 know what a blog is, compared to just 65% of those aged 65 and over. Similarly, 78% of those aged 18 to 24 who are aware of blogs say they have visited a blog, compared to only 45% of older Americans.

Also, more women than men are bloggers, with 20% of American women who have visited blogs having their own versus 14 % of men.

As blogs have gained in popularity, so has the frequency with which they're read. Though the majority of blog readers (39%) view them less than once a month, another 28% visit them monthly, 15% visit them daily and 5% read them several times a day.

Of course, while blog usage continues to grow, so does their attractiveness as a potential marketing tool. In fact, 43% of blog visitors indicated that they had noticed advertisements on blog websites, rising to 61% among those aged 18 to 24. Almost one-third of consumers have clicked on an ad while reading a blog.
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