February 12, 2008 13:36 ET
BIGresearch's SIMM 11 Profiles Bloggers: They Are Younger and Higher Percentages Are Hispanic & African American Than the General Population
More Democrats Than Republicans Are Blogging, but Libertarians Are #1 and Bloggers More Likely to Give Advice
COLUMBUS, OH--(Marketwire - February 12, 2008) - The art of blogging is no longer reserved for
the college student with too much to say or the unemployed, self proclaimed
"computer-nerd," according to BIGresearch's (http://www.bigresearch.com)
most recent Simultaneous Media Survey (SIMM 11) of 15,727 participants. 26%
of all adults say they regularly or occasionally blog. Of those, 53.7% are
male and almost half (44.7%) are married. 28.4% hold a professional or
managerial position, while only one in 10 (10.4%) are students.
Bloggers tend to be younger, averaging 37.6 years old, compared to 44.8 for
adults 18+. Ethnically, 69.7% of Bloggers are White/Caucasian (vs. 76.1%),
12.2% are African American/Black (vs. 11.4%) and 3.7% are Asian (vs. 2.0%).
20% of Bloggers are Hispanic, compared to 14.8% of adults 18+. In addition,
Bloggers report a lower income ($55,819 vs. $56,811) and are better
educated (14.3 years of education vs. 14.2).
In the blogosphere, political blogs are becoming increasingly common,
especially in an election year. 24.6% of registered voters say they
regularly or occasionally blog. 37.6% of Libertarians
regularly/occasionally blog, followed by Democrats (26.9%), Independents
(25.7%) and Republicans (22.9%).
"Bloggers are a diverse group and not who you would expect," said Gary
Drenik, President of BIGresearch. "This diversity provides political
Bloggers with a forum to discuss issues or maybe be influenced by others,
while Candidates have an opportunity to reach interested voters."
Another point of interest from the analysis of the Blogger shows that they
are using most forms of new media significantly more than the average
Regular/Occasional New Media Usage (Top 5)
Cell Phone 93.0% 87.5%
Instant Messaging 75.3% 49.3%
Download/Access Video/TV Content 72.2% 45.0%
Video Gaming 66.9% 47.5%
Text Messaging 65.5% 45.2%
Source: BIGresearch SIMM 11, Jan 08, N=15,727
More Bloggers regularly seek advice from others before purchasing products
or services (21.3% vs. 16.8% of adults 18+). They are also more likely to
give advice with 38.3% saying they regularly give advice about products /
services they have purchased (compared to 29.4% of adults 18+).
Although Bloggers are more likely to use new media, the analysis finds that
more conventional forms of media trigger their Internet searches.
Magazines, at 51.6%, rank highest; followed by reading an article (48.8%),
broadcast TV (46.1%), cable TV (44.5%), face-to-face communication (42.5%)
and the newspaper (39.7%).
To receive a recap of the key findings, click http://info.bigresearch.com/.
BIGresearch is a consumer intelligence firm providing solution-based
insights of consumer behavior, present and future, in areas of products and
services, retail, financial services, automotive and media. BIGresearch
conducts the Simultaneous Media Survey (SIMM) bi-annually and the Consumer
Intentions and Actions Survey (CIA) monthly. More information is available