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Blogs > Office Jotter

Technorati’s annual review of blogging
Roger Whitehead By: Roger Whitehead, Director, Office Futures
Published: 13th December 2010
Copyright Office Futures © 2010


State of the Blogosphere 2010 Introduction — Technorati Blogging:

Welcome to Technorati’s State of the Blogosphere 2010 report. Since 2004, our annual study has followed growth and trends in the blogosphere. For 2010, we took a deeper dive into the entire blogosphere, with a focus on female bloggers.

This year’s Technorati review paints a picture of a still thriving area of activity. Its 14 pages look into the reasons people blog, whether they make money at it (and how much), how many readers they have, the influences on them and much else. The four main messages are that:

  • most bloggers plan to continue
  • they see blogging as becoming more important
  • people increasingly use a mobile telephone to blog
  • many women bloggers write about consumer products (aka “brands”).

Bit of a shock that last one. What else is there to write about if you’re stuck at home while the hunter-gatherer does his thing a train ride away?

The results are interesting to browse through, with many colourful bar charts. I’m not sure, though, how much direct help there is for bloggers in this welter of detail. Possibly some will draw comfort from seeing they are not alone in the way they blog and the responses they get. Marketers are more likely to find it useful.


Whenever I see a survey, I want to see the small print — who did it, how, when and so on. Technorati is open about these — see here — although it might have made clearer that its own index as well as the survey is of English-language blogs only. There is a clear US bias in the results, unsurprising where almost half the respondents were from that country.

The report presents the results of a questionnaire administered by Penn Schoen Berland, a subsidiary of the WPP advertising group. (The original Wire and Plastic Products is still going, as Delfinware, which surprised me.)

Just over 7,200 bloggers answered the questionnaire during an 18-day period this autumn. The compilers supplemented those answers with statistical data gathered by the Lijit search service and by Technorati’s own indexing activities. (Just so you know, I’ve subscribed Office Jotter to both services.)

Technorati tags: blogging, survey, Technorati


Published by: IT Analysis Communications Ltd.
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