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  • Northeastern University and Backbone Media (website & PDF) Blogging Success Study - Analysis of 20 corporate blogger case studies, November 2006
    • Five recurring Factors That Help with the Success of a Corporate Blog: Culture, Transparency, Time, Dialogue, Entertaining Writing Style and personalization

  • Yahoo! & Ipsos Insight - (PDF, 12 pages) RSS — Crossing into the Mainstream - whitepaper, October 2005 - NEW
    • Awareness of RSS is quite low among Internet users. 12% of users are aware of RSS, and 4% have knowingly used RSS.
    • 27% of Internet users consume RSS syndicated content on personalized start pages (e.g., My Yahoo!, My MSN) without knowing that RSS is the enabling technology.
    • 28% of Internet users are aware of podcasting, but only 2% currently subscribe to podcasts.
    • Even tech-savvy “Aware RSS Users” prefer to access RSS feeds via user-friendly, browser-based experiences.

  • Edelman & Intelliseek: (PDF, 22 pages) Talking From The Inside Out: The Rise of Employee Bloggers, September 8, 2005
    • The study examines the relationship between employees who blog and their employers by looking at the challenges and opportunities this phenomenon presents for companies and brands.

  • Nooked: How influencers are using RSS - August 22, 2005
    • The Nooked - Influencer survey set out to establish if key influencers - journalists, analysts and bloggers – are using RSS to collect information for analysis, news & reports and/or determine their future plans for adopting RSS as an information gathering & tracking tool.

  • Nielsen//NetRatings: One in 10 Weblog Readers Personalizes Content with RSS Feeds - August 15, 2005
    • According to Nielsen//NetRatings' "Understanding the Blogosphere" survey, nearly five percent of blog readers use feed aggregation software and more than six percent use a feed aggregating Web site to monitor RSS feeds from blogs.

  • comScore research: Behaviors of the Blogosphere, August 8, 2005
    • PDF: http://www.comscore.com/blogreport/comScoreBlogReport.pdf
    • 30% of the total U.S. Internet population visited blogs in Q1 2005; this represents an increase of 45 percent compared to Q1 2004.
    • Compared to the average Internet user, blog readers are significantly more likely to live in wealthier households, be younger and connect to the Web on high-speed connections. Blog readers also visit nearly twice as many web pages as the Internet average, and they are much more likely to shop online.
    • Rick E. Bruner: Clarifying Research on comScore Blog Study

  • Forrester Research report on RSS use, ClickZ, August 2, 2005
    • RSS is used by 2% of US adults, 5% of teens and young adults aged 12 to 21

  • David Sifry, Technorati: State of the Blogosphere, August 1-10, 2005

  • 11th Annual Euro RSCG Magnet and Columbia University Survey of the Media: More than Half of Journalists Use Blogs Despite Being Unconvinced of their Credibility - June 20, 2005

  • Backbone Corporate Blogging Survey 2005: Corporate Blogging: Is it worth the hype? (PDF file), May 29, 2005

  • Pew Internet & BuzzMetrics: (PDF) Buzz, Blogs and Beyond: The Internet and the US National Discourse in the Fall of 2004, May 16, 2005 | Press releases

  • Pew Internet: New data on blogs and blogging, May 2, 2005
    • 6% of the entire U.S. adult population have created blogs; 16% of all U.S. adults (or one in six people) are blog readers.

  • 2005 PR Opinions Survey Results - Tom Murphy, PR Opinions
    • The vast majority of the sample believe that the Internet is having a positive effect on PR and that it has improved their relationships with the media - however 43% believe that the Internet is making PR harder
    • HTML version | PDF version

  • HP-Harris Interactive Small Business Survey, April 27, 2005
    • 16% of small business owners may be trying blogs in the coming 2 or 3 years]]

  • NOP World: Word-of-Mouth Ain’t Just Blogging, April 12, 2005
    • Face-to-face still number one way consumers make recommendations; 90% of influentials make in-person recommendations.

  • Blogads readers survey - March 12, 2005
    • Aficionados of PR-speak will recognize these questions as benchmark tests to identify who is an opinion maker, a member of the ten percent of Americans who are believed to set the agenda and steer the opinions of the other 90%. To qualify as an official "influential," RoperASW?, the leading firm consulting in the field, you have to answer 3 of those questions (excluding a petition) in the affirmative. Clearly the blogosphere is crawling with certified grade A opinion makers.

  • (PDF) Edelman Trust Barometer 2005, January 24, 2005 | Press release
    • 'A person like yourself' experienced a significant jump in credibility as a spokesperson in both the U.S. (22% in Jan '03 to 56% in Jan ‘05) and in Europe (33% in Jan ‘03 to 53% in Jan ‘05). Experts who are seen as having no vested interest in the welfare of a company – 'doctors or healthcare specialists' (>56%), 'academics' (>49%), 'a person like yourself'” (>49%), and 'representatives of NGOs?'” (>47%) – are the most trusted spokespersons.

  • (PDF) The state of blogging, A Report by the Pew Internet & American Life Project, January 9, 2005
    • By the end of 2004 blogs had established themselves as a key part of online culture: 7% of U.S. internet users say they have created blogs and 27% say they are blog readers.

  • Forrester Research: Blogging: Bubble Or Big Deal? When And How Businesses Should Use Blogs (free registration required), by Charlene Li, Josh Bernoff and Tenley McHarg, November 2004 (PDF; 18 pages)
    • Watch video | Listen to MP3 - Hear the analyst discuss this research with PowerPoint slides.
    • "Although Weblogs (blogs) are currently used by only a small number of online consumers, they've garnered a great deal of corporate attention because their readers and writers are highly influential. Forrester believes that blogging will grow in importance, and at a minimum, companies should monitor blogs to learn what is being said about their products and services. Companies that plan to create their own public blogs should already feel comfortable having a close, two-way relationship with users. In this document we recommend best practices, including a blogging code of ethics, and metrics that will show the impact of blogs on business goals."

  • Blogging is Booming, iMediaConnection, by Rick E. Bruner, April 5, 2004
    • A review of existing surveys and studies on the number of blogs and the characteristics of their readers

  • (PDF) Content Creation Online, A Report by the Pew Internet & American Life Project, February 29, 2004
    • 44% of U.S. Internet users have contributed their thoughts and their files to the online world

  • Blog Readers Survey, BlogAds?, May 21, 2004
    • Highlights (Rick Bruner):
      • Average age: 39*
      • Percent of all respondents who are male: 79%
      • Average household income: $98,000*
      • Average number of blogs respondents read daily: 8*
      • Percent of blog readers who do NOT write blogs: 79%
      • Percent who have clicked on an ad on a blog: 67%
    • Caveats (Henry Copeland, Blogads):
      • "To be clear, the survey's responses are a fragment of a sample of a subset. There are millions of bloggers. On Monday morning, I e-mailed roughly 50 of them -- some of the biggest bloggers, many of whom focus on politics and/or sell blogads -- suggesting they link to they survey. I explained that the survey would "boost both public appreciation of blogging AND your revenues." Some of the bloggers I wrote to (and some I didn't) linked to the survey; some of their readers clicked; some were offended by questions written mostly for Americans; some aspiring respondents were unable to complete Surveymonkey's sometimes buggy forms. So wield a salt shaker as you munch on this data."

  • Blog Survey: Expectations of Privacy and Accountability, Fernanda Viégas, MIT Media Lab, 2004
    • "Survey conducted in January of 2004, which provides an initial snapshot of bloggers’ subjective sense of privacy and how they understand liability to operate in this environment."

  • The Blogging Iceberg - Of 4.12 Million Hosted Weblogs, Most Little Seen, Quickly Abandoned, Perseus Development Corporation, October 4, 2003

Resources

  • blogcount (Phil Wolf)
    • "Blogcount asks: How big is the blogosphere? What is its shape, color, true nature? Blogcount catalogs efforts to answer these questions. We collect and organize the best reports and analyses on this subject."

Other surveys here: Corporate Blogging Survey See also: White [apers
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