Over the last few months Edelman has produced a number of studies on the blogosphere to help our people and therefore our clients, understand and engage better. I have blogged about these in the past, but today we are making available a brochure (how old media is that?) that incorporates a number of these studies from around the world. For those of you who follow these things closely, some of this will be old hat, but we hope that there is value for everyone in pulling it together in one place. You are most welcome to download this PDF. Some of the key points include:
* Blog readership levels vary significantly by market, but “influencers” everywhere are more likely to read blogs. Bloggers tend to be younger and tend to be male.
* Blogs spur readers to take action. For example, 78% of German readers of blogs have attended a public meeting on a local issue covered in a blog.
* The most influential blogs tend to be in technology, followed by politics, personal journals or entertainment.
* Multinational companies such as McDonalds, Microsoft (Edelman client) or Samsung (Edelman client) draw more attention from local bloggers than major companies headquartered in a local market.
* Respondents in the Asian countries surveyed–China, Japan, and South Korea–all read blogs with significantly more frequency than in the United States or Europe.
Technorati Tags: Blog Survey