Is Blogging the New Black?
Blogging is a very popular, almost mainstream, female pastime. Perhaps that's no surprise as it is effectively another method of talking but more than one-third (35%) of all women in the U.S. aged 18 to 75 participate in the blogosphere at least once a week.
So says an in-depth study by U.S. online community BlogHer into how many women blog ... and why. Stretch the time frame a little and you'll find that 53% of the American female internet universe read blogs, 37% post comments to blogs and 28% write a blog.
And once started, playing in the blogosphere is quite addictive. Of the blog writers, 58% update at least once a week, while 80% of blog readers check-in weekly.
What women (bloggers) want
The blogging experience, while probably not comparing to 'chocolate', has a lot going for it which is bringing these ladies back.
Writers of blogs do it for fun (65%), to experess themselves (60%), to connect with others (40%) and, the mother in laws' favourite, to give advice or educate (26%).
The more passive participants at the 'Read Only' side of the room, also cite 'fun' as attraction number 1, (46%), followed by getting information (41%); staying up to date on family and friends (36%); staying up to date on specific topics (34%); connectting with others (28%) and entertainment (26%).
And maybe the last finding is significant for other media. "I think other media have to be conscious that this [blogging] is also entertainment” says BolgHer co-founder, Jory Des Jardins. It's replacing other forms of media which should have traditional media channels scared.
Interacting with digi ads
The survey also asked BlogHer participants what appeals about online ads.
Active bloggers (writers) are much more likely (40%) to click on an ad versus passive boggers (readers) at (29%). But reasons for doing so are almost identical - to learn more about a product or service (80%); to get a free or discounted product or service (50%) and because the brand advertised was one they knew and trusted (46%/48%).
And maybe this last finding is significant for other media. Afterall, how does a brand establish saliancy and trust? Through consumer experience and through enaging and persuasive adverts in traditional media.
For more information on the above, on women & the web and on motivating online users, please contact James Papworth.
