AdAge recently reported, “According to a recent study by BlogHer and Compass Partners, 35% of all women in the U.S. aged 18 to 75 participate in the blogosphere at least once a week. And that number increases if less-frequent visits are factored in.”
Of those women, the participation level breaks down as follows:
Consistency of participation was also a key metric associated with this study. AdAge reports, “Of the general population of online women who write blogs, 58% post entries at least weekly — and of those who read blogs, 80% do so at least weekly. But among BlogHer users, 43% of those who write blogs and 89% who read blogs do so daily.”
In both the BlogHer and general population surveys, womens’ motivation for participating in the blogosphere was virtually identical. The top reasons for writing and reading blogs, according to the survey, are displayed in the below graphics.
The study also noted a shift away from traditional media (especially TV, magazines and newspapers) in favor of the Internet and blogs.
Also, the more involved in blogging these women get, the more they interact with online advertising as a whole. BlogHer publishers were shown to be 40% more likely to click on an ad then just BlogHer readers. However, their reasons for clicking on the ad were the same (primarily to learn more about a product or service, secondarily to get a free product or service, then to get a discount on a product or service and finally because the brand advertised was one they knew and trusted).
Demographically, BlogHer users are similar to the general overall demograpprofile of women; however, they skew higher in the 25- to 41-year-old range (68% of BlogHer users are in that age range vs. 42% of overall women).