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The Score: The Popularity of Blogs

comScore Media Metrix
The Score: The Popularity of Blogs comScore Media Metrix

Once bastions for the tech elite, blogs are now as ubiquitous to the web as reality shows are to television. Blogs are redefining how people experience the web and, in many ways, have helped precipitate the shift towards user-generated content on the internet (otherwise known as the Web 2.0 movement). 

The emergence of the blogosphere has marked the true democratization of the internet-- a paradigm shift that has taken users from merely having access to information to allowing them to engage in the free exchange of opinions and ideas. But how do we know whether this shift is truly occurring on a wide scale? comScore data show that record numbers of people are now visiting blogs, proving that blog visitation is now part of mainstream online behavior for many internet users.

  • Visitation to blogs continues to grow rapidly, showing a 56-percent increase during the past year to 58.7 million visitors. This figure represents 34 percent of the total internet audience.

  • The top blog network is Google-owned Blogger.com, garnering 20.8 million visitors in May 2006. MySpace Blogs ranked second with 14.4 million visitors (up 115 percent), while MSN Spaces ranked third with 9.6 million visitors (up 205 percent).

  • The top special interest blog in May was TVSquad.com with more than two million visitors, followed by FreeRepublic.com (up seven percent to 1.6 million visitors) and Breitbart.com (1.6 million visitors).

  • Visitation to the Blogs category skews toward younger internet users. People between the ages of 12 and 17 are 21 percent more likely than average to visit blogs, while those 18 to 34 are 14 percent more likely to do so.

  • Blog visitation also shows slight skews to higher income households. Households with incomes of at least $75,000 are eight percent more likely than average to frequent blogs.

Top 10 Blog Networks by Unique Visitor
May 2006 vs. May 2005
Total U.S. - Home, Work and University Locations

  Unique Visitors (000)
  May-05 May-06 % Change
Total Internet : Total Audience 165,420 172,120 4
Blogs 37,703 58,738 56
Blogger 12,871 20,811 62
MySpace Blogs 6,700 14,434 115
MSN Spaces 3,140 9,566 205
XANGA.COM 8,397 7,146 -15
Yahoo! 360° N/A 4,936 N/A
TYPEPAD.COM 4,948 4,608 -7
LIVEJOURNAL.COM 7,394 3,904 -47
AOL Journals 2,199 1,367 -38
Source: comScore Media Metrix

Top 10 Special Interest Blogs by Unique Visitor
May 2006 vs. May 2005
Total U.S. - Home, Work and University Locations

  Unique Visitors (000)
  May-05 May-06 % Change
Total Internet : Total Audience 165,420 172,120 4
Blogs 37,703 58,738 56
FREEREPUBLIC.COM 1,507 1,612 7
AUTOBLOG.COM 93 857 822
DEFAMER.COM 458 740 62
GAWKER.COM 312 735 136
ENGADGET.COM 641 686 7
GIZMODO.COM 250 659 163
Source: comScore Media Metrix

* Note: Some heavily trafficked sites from comScore's Blogs Category are excluded from the above rankings because they are neither Blog Networks nor Special Interest Blogs (e.g. Technorati.com)

Demographic Profile of Visitors to the Blogs Category
Percent Composition of Unique Visitors and Composition Index
May 2006

  % Composition of Unique Visitors Composition Index
Persons - Age    
Persons: 12-17 11.9 121
Persons: 18-34 30.0 114
Persons: 35-44 19.4 106
Persons: 45-54 19.5 97
Persons: 55+ 14.2 81
Household Income    
Under $25K 8.7 92
$25,000 - $39,999 9.4 87
$40,000 - $59,999 25.8 96
$60,000 - $74,999 14.8 101
$75K+ 41.3 108
Region (US)    
West North Central 9.8 111
Mountain 6.6 95
Pacific 16.6 107
New England 6.1 107
Mid Atlantic 14.0 99
South Atlantic 16.0 94
East South Central 4.6 87
West South Central 10.6 106
East North Central 15.5 95

Source: comScore Media Metrix

*Composition Index represents the proportion of the given group within a specific site audience, compared to the proportion of that group in the total online population. A composition index of 100 represents parity.

About comScore Networks
comScore Networks provides unparalleled insight into consumer behavior and attitudes. This capability is based on a massive, global cross-section of more than two million consumers who have given comScore explicit permission to confidentially capture their browsing and transaction behavior, including online and offline purchasing. comScore panelists also participate in survey research that captures and integrates their attitudes and intentions. Through its patent-pending technology, comScore measures what matters across a broad spectrum of behavior and attitudes. comScore consultants apply this deep knowledge of customers and competitors to help clients design powerful marketing strategies and tactics that deliver superior ROI. comScore services are used by global leaders such as AOL, Yahoo!, Verizon, Best Buy, The Newspaper Association of America, Tribune Interactive, ESPN, Nestlé, Bank of America, Universal McCann, the United States Postal Service, GlaxoSmithKline and Orbitz. To be in touch directly, email comScore.


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