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In search of the average blogger

Photo courtesy Roo Reynolds via Flickr

Photo courtesy Roo Reynolds via Flickr

The notion that there is such a thing as “the average blogger” is to be handled carefully. Generalizing about the blogosphere can lead to ever more irrelevant cliches: that bloggers are mostly moms, or tech geeks, or marketers or young people. The blogosphere is really made up of all these spheres and a great many more. Yet there is something compelling about the 2009 edition of the Technorati State of the Blogosphere report, released this week, and its data on blogger demographics.

For the study, 2,500 English language bloggers all over the world were surveyed. T0 apply the most common attributes in the demographic study to a hypothetical person, the average blogger is a married father between the ages of 35 and 44. He has a master’s degree and his household’s income is about $75,000. He has been blogging for 2 to 4 years but has no professional media experience and has never been quoted in the mainstream/traditional media. He actually spends slightly more time watching TV than on Facebook and Twitter, and he doesn’t blog from a mobile device.

Does this mean that if that imaginary guy doesn’t sound like the target demographic for your campaign, you shouldn’t spend time on blogger outreach? Of course not. Millions of bloggers contradict each of these characteristics and almost none of them apply to a majority of bloggers. People who write blogs come from all walks of life and represent all perspectives. How might the bloggers you have identified as relevant to your campaigns, based on the content of their blogs, answer the questions in the study?

Depending on your niche, perhaps very differently. On some of the questions the trend is far from clear. For example, 51 percent of respondents said they are writing their first blog, while 49 percent have launched a blog previous to the one they write now. The next time some tells you that bloggers think, look or act a certain way, think again.

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