Blog User Stats

Jupiter Research have released a report: Content Technologies: Identifying Marketing Potential of Corporate Blogs, Podcasts, and RSS/XML Feeds. It is only available to clients so here are the highlights, from eweek:

* “In a June survey of some 4,000 Internet users, Jupiter found that over the past year, only 11 percent had read a blog monthly or more frequently. While that’s a small percentage, it does show healthy growth; in 2004, for example, only 6 percent of those surveyed regularly read blogs.”

* “Those who are hooked into Podcasts are an even smaller group, with only 7 percent of those surveyed having downloaded or listened to a Podcast regularly in the past year.”

* “RSS or XML feed junkies are the most elite group, with only 3 percent of respondents reporting that they regularly receive information through these channels.”

* “Those who regularly use RSS/XML feeds,Ppodcasts and blogs are most likely to be what Jupiter calls “super Net vets,” or online users with more than 5 years of Internet tenure; are male, and have annual incomes of $75,000 or more.”

* “Older people like their feeds, while younger users are tuning in to audio: RSS/XML feed users are most likely to be in the age range of 35 to 44, while blogs and Podcasts are most appealing to people between the ages of 18 and 34.”

I don’t fit into the demographics — that must make me elite, or a mutant. I wonder what the demographics of blog fiction readers are?

What I found interesting too, was the warning about the legal ramificiations of free speech:

These risks are particularly great for companies whose employees are publishing personal blogs, Clarkson said. While successful blogs contain content that’s expertise-related or contain product tips and news???such as General Motors’ FastLane blog, which appeals to car enthusiasts???such blogs can be risky. Companies should therefore set corporate guidelines that spell out what can and can’t be said, she said.

“[They] may talk about their day at work and can get into trade libel” or other such infractions, she said. “It’s very, very easy to have [good intentions] and inadvertently say something that could expose a publicly traded company to some issues around security fraud, for example. All you have to do is make one material statement.”

I thought this a ridiculus and over sensitive approach to something that cannot be controlled. But is seems the idea has already been taken to the nth degree. The Blog Herald reports that “The guru behind SEO Book Aaron Wall (who for the record is also advertising here with BlogAds) is being sued by in relation to comments left on his blog by other people.” Being sued for your own comment is one thing, but being sued because of the comments of others?! Everyone has an opinion, and everything has its critics. How can anyone try and control this?

Thanks Steve Rubel.

4 Responses to “Blog User Stats”

  1. 1 Jeremy Douglass

    Interesting angle - that companies are curious about how to leverage blogs/podcasting/rss, and are worried about controlling the speech of blogging employees in their off hours… I’d add to those issues another concern: blog spam (a.k.a blam) / spam blogs (a.k.a. smogs). While blog spam (of the trackback / pingback variety) is growing, forcing higher profile sites to lock down their systems, the real concern I have is from algorithmically generated spam blogs (complete blogs which are themselves spam) designed to flood search engines and indexes with skewed information.

    Of course, this directs us back to art. One person’s blam and smog is another person’s algorithmically generated digital fiction….

  2. 2 Christy Dena

    The other term I’ve heard is ’splog’.

    I do have another post about blog spam that I had set for another time, but I’ve moved it forward, in light of your post.

  3. 3 Christy Dena

    I just thought too, I wonder when we’ll see (unless it is already happening) ‘cash-for-comment’ on blogs? Rather than people being paid to put in comments that link to a site to increase search status, the comments are engineered to make who the content is about look good.

  4. 4 Christy Dena

    I spoke too soon. Of course this ‘cash-for-comment’ or goodies-for-content is already happening. Prof. Chris Dellarocas has a working paper on such manipulations:

    Dellarocas, C. (2004) ‘Strategic Manipulation of Internet Opinion Forums: Implications for Consumers and Firms‘ University of Maryland, Maryland, Working Paper.

Leave a Reply

thesis writing service