“Heavy bloggers” – the 20% of US blog visitors who account for 84% of all the time spent on blogging sites – are significantly more likely than the average internet user to consume news and entertainment content online, according to a comScore study.
They are significantly more likely than the average to consume content at politics (index at 240) and general news sites (141); they also consume a disproportionately high amount of content on entertainment news, humor, movies and photo-sharing sites:
“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, EVP 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.”
Digg.com and PerezHilton.com are Favorites
Heavy bloggers viewed more than three times as much content on news-ranking site Digg.com (index at 358) as the overall internet-user average; they 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 toward 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.