Ed Sutherland
Editor, Professional Blogging News
A new survey is out about blogging and predictably (can anyone say link-baiting?), bloggers are all over it with spotty coverage. The online survey was conducted using Synovate eNation for Marketing Daily polled 1,000 people between July 30 and Aug. 1.
The key numbers: on average, 80 percent of those polled recognized the term “blog.” Not surprising, given in June, the word was named one of the most irritating. Google logged 1.3 million instances of the word online. You can’t swing a computer mouse without hitting a reference to a blog, or a blogger, or someone blogging.
Despite the overwhelming awareness of blogging, just 8 percent of those polled had a blog. More bloggers tend to be women (20 percent) versus men (14 percent.)
For blog readers, they are apt to lack loyalty (54 percent), check a blog less than once a month (39 percent) and seek out entertaining (50+ percent) opinions (65 percent.)
Nearly 75 percent of blog readers aren’t looking to ditch their morning newspaper or evening television newscast for a blog, indicating “blogs are not necessarily seen as legitimate information resources despite the fact that some bloggers are experts in their area,” a Synovate exec said.
While up to 61 percent of those polled said they notice or even click (around 30 percent) on ads, other surveys, such as one by Marketspace, found 99 percent of gross online revenue is given to the top 10 blogs.
However, there remains resistance among corporations to embrace blogging. Just 5 percent of corporations in the U.K. say they have a blog, according to eMarketer.
We agree with Jordan McCollum at WebProNews that blogs should be taken seriously, however, there is much to be done before blogs can take their place alongside other true media.




