That's my first question after reading Henry Copeland's post in Blogads that examines results from a survey of 56,000 people who spend a lot of time reading web logs.
Those who patronize political blogs are the most educated. Music blogs readers are younger, with less money. Moms buy lots of music and books. No big deal.
Still, Copeland finds that distinct communities of bloggers and their readers exist. "Radically different" communities.
The median political blog reader is a 43 year old man with an annual family income of $80,000. He reads 6 blogs a day for 10 hours a week. 39% have post-graduate degrees. 70% have contributed to a campaign. 69% have bought music, 87% have bought books. 58% say blogs are "extremely useful" sources of information. 52% leave comments on other people's blogs. Just 18% of political blog readers have their own blogs. (As you'll see, that's a lot lower than in other blogospheres.) Of these, 53% blog to keep track of their own ideas, 50% to let off steam, 36% to influence public opinion.
The median gossip reader is a 27 year old woman with annual family income $60,000. She reads 4 blogs a day, five hours a week. 17% have post-graduate degrees. 68% of gossip blog readers bought clothes online in the last six months and 63% bought music. 32% say blogs are "extremely useful" sources of information. 40% leave comments on other people's blogs. 89% listen to one or fewer podcasts a week. 86% read blogs for humor. Of the 23% of gossip blog readers who blog themselves, 61% say they do it to keep track of their thoughts and 55% say they do it to let off steam.
The median mom blog reader is a 29 year old woman with an annual family income of $70K, reading 5 blogs a day for 4 hours a week. 26% have post-graduate degrees. 72% bought clothes online in the last six months, 83% bought books, 44% contributed to a campaign and 71% bought music. 57% leave comments in other blogs. 93% read for humor. 48% have their own blog and, of these, 73% read "to keep track of my thoughts," 54% to let off steam.
The median music blog reader is a 26 year old man with an annual family income of 60K reading 5 blogs a day four hours a week. 17% have post graduate degrees. 58% leave comments. 86% have bought music, 70% books. 69% read blogs for humor, 55% for news they can't find elsewhere. 41% have their own blog; of these, 58% read to keep track of their own thoughts, 39% to let off steam.
61 percent of gossip readers say they read the stuff to "keep track of their thoughts?" How so? I thought Paris Hilton was trash and this just confirms my view?