Lee Odden

Essential Statistics from Technorati’s State of the Blogosphere 2010

State of the Blogosphere 2010Jon Sobel of Technorati has published the latest State of the Blogosphere Report for 2010 including stats from 7,200 blogger respondents world-wide. Started in 2004 by Dave Sifry, this annual report has provided insight into the growth of the blogging community and helps answer questions like: who is blogging, why, what are they blogging about, how often and where are they blogging from.

In 2008 Technorati added insights of individual bloggers to the report with an emphasis this year on women blogging. As a long time blogger and advocate of blogging for online marketing, I’ve always taken a lot of interest and insight from these reports.

For marketers and communications professionals seeking to better understand the changing nature of the social web and the role blogs pay within in it, here are some essential statistics from Days 1 & 2 (of 3) from the 2010 State of the Blogosphere Report:

1% of respondents blog full time and 21% blog for their own company or organization

2/3 of bloggers are male and 1/4 of bloggers have a household income of $100k or more

U.S. States with the highest concentration of bloggers: California (15%), New York (8%), Texas: (6%), Florida: (4%), Illinois (4%)

Most Bloggers update 2-3 times per week

33% of bloggers have worked as a writer, reporter, producer or on-air personality within traditional media

42% of respondents say they blog about brands they love or hate

34% of bloggers say they never talk about brands on their blog

25% of Bloggers blog from their smartphone

42% of bloggers use social media to follow brands

The primary influences on the topics covered are other blogs (25%) friends (16%) news websites (9%)

Bloggers spend more time on social media sites (9.9% computer 5.7% smart phone) each week than they do reading other blogs (9.2% computer 3% smart phone)

The Top 100 bloggers generate almost 500 times the articles as all bloggers

Facebook (49.7%) is more popular than blogs (47.1) as a top influencer of consumer purchases

For consumers, 46.1% trust traditional media less than they did 5 years ago and 36.7% think newspapers will not survive in the next 10 years

Conversely, 39% believe more people will be getting their news and entertainment from blogs than traditional media in the next 5 years

28.2% believe Facebook is being taken more seriously as a source of information

Consumers trust friends/family (89.3%) and traditional media more than social media as sources of information

More consumers trust friends on Facebook (51.8%) than blogs (45.6) as a trusted information source

The top success measurements bloggers use are:

  • personal satisfaction (66%)
  • quantity of posts/comments (51%)
  • unique visitors (50%)
  • links from other sites (39%)
  • blog content shared on social sites (34%)

The top ways blogging has helped individuals with a business are:

  • greater industry visibility (64%)
  • acquired new customers, made sales (58%)
  • built thought leadership (54%)
  • asked to speak at conferences (32%)
  • helped recruit employees (17%)

78% of bloggers surveyed are using Twitter with the most common purpose being to promote blog content (72%) and share links to interesting content (62%)

87% of bloggers surveyed use Facebook, and the majority (66%) do not have a page for their blog separate from their personal account

The most effective social media sites to promote blog content are Facebook (28%) and Twitter (26%) followed by LinkedIn (4%) StumbleUpon (3) Flickr (2) and YouTube (2)

The most common tactics mom bloggers use to promote their blogs include:

  • commenting on other blogs (and hoping for reciprocity)
  • Facebook
  • tagging blog posts
  • Twitter
  • linking to other blogs from a blogroll

Obviously there’s a lot more data in Technorati’s full State of the Blogosphere report and more information will be published in part 3. Hopefully you’ll find some of these initial statistics useful for your own blogging efforts.

Parting Question:

Do you agree with the stats above. Do your own blog marketing activities or preferences sync up with bloggers overall or will mom bloggers?

PoorSo SoOKGoodAwesome (1 votes, average: 3.00 out of 5)

Lee Odden About Lee Odden

@LeeOdden is the CEO of TopRank Marketing and editor of Online Marketing Blog. Cited for his expertise by The Economist, Forbes and the Wall Street Journal, he's the author of the book Optimize and presents internationally on B2B marketing topics including content, search, social media and influencer marketing. When not at conferences, consulting, or working with his talented team, he's likely running, traveling or cooking up something new.


  1. Avatar Innovatio Entrepreneur says

    Thanks for posting the statistics about the most effective social media sites. The number of social media sites available today is rather overwhelming. Its nice to have a fact-based short list of sites. Its a good place to start with social media networking.

  2. Thanks for bringing it to our attention, Lee.

    Do they have any stats on what the male bloggers do to promote their blogs? I suppose I can read it for myself, but it’s easier to ask. 🙂


  3. That 20% that do have a separate FB page for their blog have yet another outlet for their content. It seems 2/3 of the respondents are missing on yet another path to acquire readers.

  4. Thanks for this summary, Lee. Facebook looks like it’s really grown in importance. The three lists look reasonable (success measurements, business benefits and promotion).

    PS I’m surprised that 25% of bloggers blog from their smartphones. I don’t even like tweeting from mine!

  5. Avatar Audai Louri says

    I guess it all has to do with value of your content when you blog. The statistics will be effected directly in this relationship.

  6. NO doubt in the list of the most useful site that can help bloggers promote their blogs. These sites are in fact the most popular ones nowadays. For sure, Facebook will hold the number one spot in the years to come.

  7. I found this particular trend interesting: “The Top 100 bloggers generate almost 500 times the articles as all bloggers”

    My own hypothesis is that the top 100 bloggers usually have many guest writers who happily volunteer to guest post on the blogs, presumably to raise their own profile and gain some link love. Although I also suspect that some of these top bloggers hire ghost writers to write for them, simply because they can afford the money but not the time.