Survey says bloggers more diverse than nation

tn_diversityl.jpg 

A detail from a float celebrating the diversity of San Jose, California, where 130 languages and/ dialects are spoken in the school district.

A newly-released survey from BigResearch drawing on a panels nearly 16,000 respondents suggests that one in four Americans blogs “regularly or occasionally” and that this blogging community is more ethnically diverse than the general adult population.

 I offer a snippet from the top of the press release and post its entirety below because I couldn’t find a link. The press release is written as if the data are statistically valid but I found no note about methodology:

“Twenty-six percent of all adults say they regularly or occasionally blog. Of those, 53.7 percent are male and 44.7 percent are married. Twenty-eight-point four percent hold a professional or managerial position, while only one in 10 (10.4%) are students.  Bloggers tend to be younger, averaging 37.6 years old, compared to 44.8 for adults 18 or older (in the general adult population). Ethnically, 69.7 percent of Bloggers are White/Caucasian (vs. 76.1%), 12.2 percent are African American/Black (vs. 11.4%) and 3.7 percent are Asian (vs. 2.0%). Twenty percent of Bloggers are Hispanic, compared to 14.8 percent of adults 18+ (in the general population). In addition, Bloggers report a lower income ($55,819 vs. $56,811) and are better educated (14.3 years of education vs. 14.2).” (emphasis added)

    .*                    *                   *                  * 

COLUMBUS, OH – (MARKET WIRE) – 2/12/08 – The art of blogging is no longer reserved for the college student with too much to say or the unemployed, self proclaimed “computer-nerd,” according to BIGresearch’s (http://www.bigresearch.com) most recent Simultaneous Media Survey (SIMM 11) of 15,727 participants. 26% of all adults say they regularly or occasionally blog. Of those, 53.7% are male and almost half (44.7%) are married. 28.4% hold a professional or managerial position, while only one in 10 (10.4%) are students.    Bloggers tend to be younger, averaging 37.6 years old, compared to 44.8 for adults 18+. Ethnically, 69.7% of Bloggers are White/Caucasian (vs. 76.1%), 12.2% are African American/Black (vs. 11.4%) and 3.7% are Asian (vs. 2.0%). 20% of Bloggers are Hispanic, compared to 14.8% of adults 18+. In addition, Bloggers report a lower income ($55,819 vs. $56,811) and are better educated (14.3 years of education vs. 14.2).In the blogosphere, political blogs are becoming increasingly common, especially in an election year. 24.6% of registered voters say they regularly or occasionally blog. 37.6% of Libertarians regularly/occasionally blog, followed by Democrats (26.9%), Independents (25.7%) and Republicans (22.9%).“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.” Another point of interest from the analysis of the Blogger shows that they are using most forms of new media significantly more than the average market.

Regular/Occasional New Media Usage (Top 5) 

  Regular/
Occasional
Bloggers

Adults
18+
Cell Phone 93.0% 87.5%
Instant Messaging 75.3% 49.3%
Download/Access Video/TV Content 72.2% 45.0%
Video Gaming 66.9% 47.5%
Text Messaging  65.5% 45.2%

Source: BIGresearch SIMM 11, Jan 08, N=15,727More Bloggers regularly seek advice from others before purchasing products or services (21.3% vs. 16.8% of adults 18+). They are also more likely to give advice with 38.3% saying they regularly give advice about products / services they have purchased (compared to 29.4% of adults 18+).Although Bloggers are more likely to use new media, the analysis finds that more conventional forms of media trigger their Internet searches. Magazines, at 51.6%, rank highest; followed by reading an article (48.8%), broadcast TV (46.1%), cable TV (44.5%), face-to-face communication (42.5%) and the newspaper (39.7%). To receive a recap of the key findings, click http://info.bigresearch.com/.About BIGresearch
BIGresearch is a consumer intelligence firm providing solution-based insights of consumer behavior, present and future, in areas of products and services, retail, financial services, automotive and media. BIGresearch conducts the Simultaneous Media Survey (SIMM) bi-annually and the Consumer Intentions and Actions Survey (CIA) monthly. More information is available at http://www.bigresearch.com.