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Tuesday, August 09, 2005

New Marketing Study Documents Size, Demographics of Blog Audience

Any remaining doubts about the accuracy of Hugh Hewitt's characterization of the Blog as a transformational media should be erased by a new marketing study by Comscore. Comscore is a respected outfit among mass media advertisers, so this new study will have consequences come budgeting time.

Here are the key findings:

· 50 million U.S. Internet users visited blog sites in the first quarter of 2005. That is roughly
30% of all U.S. Internet users and 1 in 6 of the total U.S. population.
· Five hosting services for blogs each had more than 5 million unique visitors in that period,
and four individual blogs had more than 1 million visitors each.
· Of 400 of the biggest blogs observed, segmented by seven (nonexclusive) categories,
political blogs were the most popular, followed by "hipster" lifestyle blogs, tech blogs and
blogs authored by women.
· Compared to the average Internet user, blog readers are significantly more likely to live in
wealthier households, be younger and connect to the Web on high-speed connections.
· Blog readers also visit nearly twice as many web pages as the Internet average, and they
are much more likely to shop online.

You can read the whole study here.
HT to BuzzMachine for pointing out this very significant new study. The economics of blogging are about to change, folks.


The ComScore study is not being greeted by the Blogosphere with universal enthusiasm. Jason Calacanis - who knows a thing or three about blog traffic - wants to see the raw data behind the study. He's got some telling points to make about the credibility of the data here.