Over the weekend comScore Networks released a market research report (pdf) on the growth and scale of the blogosphere. The report was unique in its methodology. Rather than extrapolate from a self-selecting sample of users that may or may not realize they are visiting a blog, comScore’s survey and measured actual behaviors of its permission-based panel of over 2 million internet users. Full disclosure, the report was co-sponsored by my employer, Six Apart.
- 50 million or 1 out of 6 Americans visited a blog during the first quarter of 2005
- Blog readership has grown 45% over the past year
- Blog readers are more likely to purchase online than average internet users
- Blog readers are more likely to come from wealthier households
That may not sound like much of a difference. But based on their age profile alone, one would expect blog readers to be poorer: 32% are between 18 and 34, compared with 24% of the general internet population. Youth, with wealth, is, to advertisers, a rare and desirable combination.