Skip to main content

U.S. Bloggers Consume Digital Media Sites

ComScore released the results of a study using its comScore Segment Metrix tool, which showed that heavy users of U.S. blog sites -- heavy bloggers -- are significantly more likely than the average Internet user to consume news and entertainment content online.

"As blogs continue to grow in both quality and audience size, both traditional and non-traditional advertisers are increasingly putting their online ad dollars towards reaching this group of consumers," said Jack Flanagan, executive vice president of comScore. "This highly informed, tech savvy, and entertainment-oriented consumer segment is consistent with the profile of an influencer, which is of course a particularly attractive audience to reach."

For purposes of this study, heavy bloggers are defined as the heaviest 20 percent of blog visitors who account for 84 percent of all the time spent on blogging sites. Given that blogs can often be described as both informative and entertaining, it is not surprising that heavy users of blog sites are more likely than the average Internet user to consume news and entertainment content online.

They are significantly more likely to consume content at politics and general news sites, and also consume a disproportionate amount of content on entertainment news, humor, movies and photo-sharing sites.

Consistent with the site category findings, heavy bloggers are heavy consumers of content from several individual news and entertainment sites.

Heavy bloggers consumed more than three times as much content on social news ranking site Digg.com as the average Internet user, and also exhibited well above average consumption of content at other news sites, including CTVGlobeMedia, DrudgeReport.com, HuffingtonPost.com, Salon.com and ABC News Digital.

On the entertainment side, heavy bloggers skewed towards content at PerezHilton.com and CollegeHumor Network. Heavy usage of webhosting sites Rapidshare AG and Megaupload.com also suggest that heavy bloggers are tech savvy and online do-it-yourselfers.

Popular posts from this blog

Why GenAI Investment will Double in 2024

In 2024, every business can be a technology-driven business. The quest for business technology leadership skills, and digital transformation, will gain new momentum as more organizations seek ways to drive net-new digital growth. Large enterprises will invest more than $19.4 billion worldwide in Generative Artificial Intelligence (GenAI) solutions in 2023, according to the latest market study by International Data Corporation (IDC). This spending, which includes GenAI software as well as related infrastructure hardware and IT or business services, is expected to more than double in 2024 and reach $151.1 billion in 2027 -- that's with a compound annual growth rate (CAGR) of 86.1 percent over the 2023-2027 forecast period. Artificial Intelligence Market Development Despite the recent IT headwinds in 2023, business leaders accelerated their exploration of GenAI solutions to help boost their digital business transformation. "In 2024, the shift to AI everywhere will enter a critic