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Bloggers are younger and better educated but earn less than the general U.S. adult (18+) population - and they are more likely to be single, male, and actively engaged in new media, according to a study by BIGresearch, MarketingCharts reports.
Of those who blog occasionally or regularly (26 percent of those polled), the study found:
Bloggers have a lower average income than most adults ($55,819 vs. $56,811) and are better educated (14.3 years of education vs. 14.2).
They also tend to be younger, with an average age of 37.6, compared with 44.8 for the U.S. adult population. (View chart of age distribution of bloggers.)
Use of new media and technology is more prominent among bloggers (see table of new media/tech use).
Yet bloggers also rely on traditional media, with magazines ranking as the highest trigger for an online search, cited by 51.6 percent, followed by reading articles and watching broadcast TV (see chart of media that trigger search).
Ethnic minorities are highly represented among bloggers:
White/Caucasians are 76.1 percent of all adults, but among those who blog regularly or occasionally, just 69.7 percent are white.
Political Affiliation
Of all registered voters, 24.6 percent say they regularly or occasionally blog. Of these:
“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.”
About the survey: The Simultaneous Media Survey (SIMM 11), from which this data is culled, polled 15,727 participants. It is conducted bi-annually. A summary of the blogger-related findings are available via BIGresearch.
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