While it's easy to imagine a typical blog reader as hip, youthful and borderline penniless, a survey has found that most readers are older, have bucks and are professionals -- making them a distinct, desirable and significant demographic.
Blogads surveyed 17,159 blog site visitors during a two-day period in May, inquiring about their age, income, media consumption, online spending habits and political affiliations. The survey learned that 61 percent of blog readers were more than 30 years old and nearly 40 percent of those surveyed have a household income of $90,000 or more.
Though one would think the younger generation would be perusing blogs day and night, 30 percent are between 31 and 40, while more than 37 percent are 41 to 60. Only 17 percent of blog readers fall between 25 and 30 years, while a mere 10.3 percent are 19 to 24-years old. The study found that nearly 80 percent of readers are male.
Charts courtesy of Blogads.com
"What conclusion do I draw from this week's effort to articulate the demographics of blog readers... as women or men, lawyers or programmers, Californians or Floridians, Republicans or Democrats?" writes Henry Copeland, CEO of Blogads, on the blog survey. "I conclude that blog readers are, themselves, a distinct and important new demographic cohort: blog readers."
What's the allure of the blog? Of those surveyed, nearly 80 percent read blogs because they offer news they can't find elsewhere. About 78 percent say blogs give them a better perspective, and about 66 percent say blogs provide them with news faster than other sites or media. The study found that blog readers are media hungry: 21 percent subscribe to the New Yorker magazine, 15 percent to the Economist, 15 percent to Newsweek and 14percent to the Atlantic Monthly.
A tumultuous year in the realm of politics and current events has prompted more traffic to political blogs, even convincing these readers to donate money to causes. The survey found that about 40 percent of respondents were Democrats, nearly 23 percent Republican, and 20.2 percent Independent. They are also enticed by blog ads. Out of 66.7 percent of respondents who clicked on a blog ad, nearly 40 percent contributed money to a campaign or cause. About 63 percent contributed money online to campaign in the last six months. While 50 percent contributed more than $50, 27 percent gave between $100 and $499.
While these blog readers are spending money on political causes, they also are making purchases online. In the last six months, 50 percent have spent more than $50 online for books, 47 percent have spent more than $500 for plane tickets, and 25 percent bought between $100 to $499 worth of electronics on the Internet.