Women Like Blogging, But Not As Much As Chocolate

Think blogging is only for young, geeky males? Think again. A recent release of a new social media benchmark study of more than 6,000 women by BlogHer, in conjunction with Compass Partners, shows that 36.2 million women actively participate in the blogsophere every week, with 15.1 million publishing and 21.1 million reading and commenting. Granted, this study was done by a female blogging site, so the data is skewed. But it’s still valuable.

68% of this BlogHer community is concentrated in the 25 to 41 age group (the GenXr’s), compared to 42% for the general blogging population. Together, the Millienials and the Matures account for only about 10% of this community. Two thirds have completed college, and 46% earn over $75,000 compared to only 25% of the general community.

Online Women Demographics

General Population BlogHer Women
Married/Living together 62% 77%
Number in HHD 3.2 3.2
Have children at home 46% 58%
Employed full time 34% 45%
High school graduate or less 20% 4.8%
Technical or trade school graduate 5% 3.0%
Some college/university 40% 25%
Graduated from college/university 22% 37%
Some post-graduate work 5% 10%
Masters or doctorate degree 9% 20%
Under $25,000 18% 8%
$25,000 – $34,999 14% 9%
$35,000 – $49,999 20% 14%
$50,000 – $74,999 24% 23%
$75,000 – $99,999 14% 18%
$100,000 – $124,999 5% 13%
Greater than $125,000 6% 15%
Source: BlogHer & Compass Partners, April 2008

The blogging rates are highest among Millennials and GenX “digital natives,” says the report, and Online media participation rates decline with increasing age.

Online Media Habits by Age

Online Women (18-75) Millennials (18-24) GenX (25-41) Boomers (42-60) Matures (61-75)
Reading Blogs 53 85 41 26
Writing/updating blogs 28 66 35 17 5
Posting comments to a blog 37 67 48 27 11
Source: BlogHer & Compass Partners, April 2008

Additional highlights from the study:

Women are so passionate about blogging, says the report, that large percentages said they would give something up to keep the blogs they read and/or write:

  • 55% would give up alcohol
  • 50% would give up their PDAs
  • 42% would give up their i-Pod
  • 43% would give up reading the newspaper or magazines
  • only 20% would give up chocolate

Time shift from traditional media is accelerating in the general Internet population:

  • 24% of women surveyed watch less television because of blogging
  • 25% read fewer magazines because they are blogging
  • 22% read fewer newspapers because they’re blogging

In addition:

  • More than half of women surveyed consider blogs a reliable source of advice and information
  • Half of women surveyed say blogs influence their purchase decisions

So as marketers, what do we do with this info? Well, for one, we must keep up with posts to all sites related to our products and services. Women are reading — and writing — so why not? Second, we must engage them in dialog and lead them to sites where they will allow us to communicate with them. Our landing pages need more than a “contact us” button, but rather a “keep me informed” which allows the viewer to register to receive important information.