Tuesday, 26 April 2011

The demographics of British 'Mummy Bloggers'

"At the end of 2010, we surveyed 317 BMB members and developed a clearer picture of this fast-growing, dynamic blogging community which not only puts paid to some of the stereotypes but reveals why mum blogging is one of the most defined and inflential blogging tribes in the UK.
The survey reveals:
- Contrary to the image of all mum bloggers as not engaged in the world of work, 84% of respondents had a career before they started blogging and 68% still have a job or run their own business.
- Social networking is a cornerstone of their blogging life. They mostly define blogging as a hobby (82%) but it entails spending more than 7 hours a week on social media. (96% use Facebook and 81% use Twitter.) Compare that with the 2 to 3 hours they spend on traditional media each week, including newspapers, magazines, radio and TV.
- BMB bloggers mostly identify as being middle class (67%) and the majority are aged 30-39 years (55%) or 40-49 (30%).
- Far from being an “old trend”, mum blogging continues to gain steam - something we see in the number of new members joining BMB every week. Thirteen percent have been blogging for fewer than three months, 26% have been blogging for up to a year, and 34% have been blogging for 1 to 2 years. More than a quarter, or 27%, have been blogging for three years or more.
What we blog about
Unsurprisingly, parenting and children rank highest on topics to blog about. But lifestyle (71%), food (46%)  and travel (32%) are hot topics as well.
Mum bloggers are also looking to the future by interacting with brands - one of the ways that blogging is becoming sustainable.
More than half of respondents do reviews and 31% more want to. Most bloggers are open to working with brands, if the situation is right: 55% are interested in advertiser and sponsor relationships and 35% would consider it.
Source:  Research conducted by, and published in The Britmums Blog, 11th April 2011

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