| 1. Age? |
|---|
| Response Percent |
Response Total |
||
| <18 | 4.28% | 259 | |
| 18-21 | 15.18% | 919 | |
| 22-30 | 49.23% | 2981 | |
| 31-40 | 21.88% | 1325 | |
| 41-50 | 7.25% | 439 | |
| 51-60 | 1.83% | 111 | |
| 61-70 | 0.33% | 20 | |
| 71+ | 0.17% | 10 | |
| Total Respondents | 6055 | ||
| (skipped this question) | 0 | ||
| 2. Sex |
|---|
| Response Percent |
Response Total |
||
| Male | 22.46% | 1360 | |
| Female | 77.69% | 4704 | |
| Total Respondents | 6055 | ||
| (skipped this question) | 0 | ||
| 3. Annual family income: |
|---|
| Response Percent |
Response Total |
||
| 0-$10,000 | 4.07% | 232 | |
| $10-$20,000 | 4.91% | 280 | |
| $20-30,000 | 8.29% | 472 | |
| $30-$45,000 | 15.27% | 870 | |
| $45-$60,000 | 14.50% | 826 | |
| $60-$90,000 | 18.96% | 1080 | |
| $90-$120,000 | 14.13% | 805 | |
| $120-$150,000 | 6.72% | 383 | |
| $150-$200,000 | 5.55% | 316 | |
| $200-$300,000 | 3.14% | 179 | |
| $300-$500,000 | 1.61% | 92 | |
| >$500,000 | 3.00% | 171 | |
| Total Respondents | 5697 | ||
| (skipped this question) | 358 | ||
| 4. Sexual orientation? |
|---|
| Response Percent |
Response Total |
||
| Straight | 88.55% | 5249 | |
| Gay | 6.06% | 359 | |
| Lesbian | 0.86% | 51 | |
| Bisexual | 4.45% | 264 | |
| Transgender | 0.24% | 14 | |
| Total Respondents | 5928 | ||
| (skipped this question) | 127 | ||
| 5. Job title: |
|---|
| Response Percent |
Response Total |
||
| Accountant/auditor | 2.21% | 134 | |
| Admin Assistant | 8.64% | 523 | |
| Analyst | 2.30% | 139 | |
| Artist/musician/entertainer | 2.16% | 131 | |
| Architect | 0.38% | 23 | |
| Associate | 1.21% | 73 | |
| Broker/trader/adviser | 0.48% | 29 | |
| CEO/Chairman/President | 0.78% | 47 | |
| CFO,COO,CTO,CIO | 0.31% | 19 | |
| Clergy | 0.21% | 13 | |
| Clerical worker | 1.82% | 110 | |
| Computer professional | 3.04% | 184 | |
| Consultant | 1.92% | 116 | |
| Director | 1.67% | 101 | |
| Doctor | 0.50% | 30 | |
| Educator | 3.68% | 223 | |
| Engineer | 1.11% | 67 | |
| Entrepreneur | 1.19% | 72 | |
| Government official | 0.78% | 47 | |
| Health care worker (other than Dr.) | 2.30% | 139 | |
| Homemaker | 4.21% | 255 | |
| Lawyer/Judge | 2.30% | 139 | |
| Manager | 5.78% | 350 | |
| Military officer | 0.31% | 19 | |
| Partner/principal/owner | 0.48% | 29 | |
| Researcher | 1.30% | 79 | |
| Sales | 4.69% | 284 | |
| Skilled labor | 0.79% | 48 | |
| Scientist | 0.78% | 47 | |
| Service provider | 1.19% | 72 | |
| Student | 22.15% | 1341 | |
| Supervisor | 1.07% | 65 | |
| Technician | 0.94% | 57 | |
| Vice President | 0.63% | 38 | |
| Writer/editor | 3.17% | 192 | |
| Retired | 0.63% | 38 | |
| Other (please specify) | 13.06% | 791 | |
| Total Respondents | 6055 | ||
| (skipped this question) | 0 | ||
| 6. Your education: |
|---|
| Response Percent |
Response Total |
||
| High school graduate | 10.32% | 605 | |
| Some college | 28.63% | 1679 | |
| College graduate | 44.52% | 2611 | |
| Post-graduate degree | 16.68% | 978 | |
| Total Respondents | 5865 | ||
| (skipped this question) | 190 | ||
| 7. Industry: |
|---|
| Response Percent |
Response Total |
||
| Accounting | 1.79% | 95 | |
| Agriculture | 0.56% | 30 | |
| Architecture, Design | 2.37% | 126 | |
| Arts, Entertainment | 9.47% | 504 | |
| Computers, Software, Tech | 4.79% | 255 | |
| Construction | 1.80% | 96 | |
| Consulting | 1.86% | 99 | |
| Education | 11.35% | 604 | |
| Engineering | 1.95% | 104 | |
| Finance, Banking, Brokerage | 5.39% | 287 | |
| Government, Diplomacy | 3.10% | 165 | |
| Health care | 7.73% | 411 | |
| Homemaker | 2.50% | 133 | |
| Import, Export, Trade | 0.58% | 31 | |
| Information Management/Library | 0.77% | 41 | |
| Insurance | 1.82% | 97 | |
| Legal | 6.80% | 362 | |
| Manufacturing | 2.65% | 141 | |
| MarCom, Advertising, PR | 4.55% | 242 | |
| Media | 6.13% | 326 | |
| Military | 0.60% | 32 | |
| Non-profit/Associations | 3.33% | 177 | |
| Pharmaceuticals | 1.30% | 69 | |
| Real-estate | 2.35% | 125 | |
| Recruiting/HR | 0.77% | 41 | |
| Religious | 0.34% | 18 | |
| Retired | 0.38% | 20 | |
| R&D | 0.58% | 31 | |
| Retail | 5.00% | 266 | |
| Social Services | 1.73% | 92 | |
| Telecommunications | 1.33% | 71 | |
| Transport | 0.90% | 48 | |
| Travel, Hospitality | 2.50% | 133 | |
| Wholesale | 1.03% | 55 | |
| Total Respondents | 5320 | ||
| (skipped this question) | 735 | ||
| 8. Politically, you are: |
|---|
| Response Percent |
Response Total |
||
| Apolitical | 9.06% | 505 | |
| Democrat | 44.94% | 2505 | |
| Republican | 17.17% | 957 | |
| Libertarian | 6.76% | 377 | |
| Independent | 18.05% | 1006 | |
| Green | 4.16% | 232 | |
| Total Respondents | 5574 | ||
| (skipped this question) | 481 | ||
| 9. In the last 6 months, how much money have you spent online in each of the following categories? |
|---|
| Spending range | ||||||||||
| 0 | $1-$100 | $100-$199 | $200-$499 | $500-$999 | $1000-$1499 | $1500-$2499 | $2500-$4999 | $5000+ | Response Total |
|
| Contributed to a cause/campaign | 62% (3364) | 24% (1312) | 6% (297) | 4% (201) | 2% (102) | 1% (44) | 0% (23) | 0% (12) | 1% (30) | 5385 |
| Clothes | 32% (1789) | 20% (1104) | 13% (748) | 16% (911) | 10% (536) | 4% (235) | 2% (100) | 2% (86) | 1% (64) | 5573 |
| Software | 69% (3689) | 19% (992) | 6% (325) | 3% (187) | 2% (99) | 1% (34) | 0% (11) | 0% (5) | 0% (12) | 5354 |
| Music | 37% (2058) | 43% (2402) | 11% (605) | 6% (313) | 2% (96) | 0% (24) | 0% (8) | 0% (3) | 0% (13) | 5522 |
| Books | 33% (1823) | 40% (2202) | 15% (810) | 9% (486) | 3% (146) | 1% (44) | 0% (23) | 0% (6) | 0% (9) | 5549 |
| Plane tickets | 44% (2406) | 1% (72) | 3% (187) | 15% (837) | 18% (1004) | 9% (470) | 5% (294) | 3% (148) | 2% (104) | 5522 |
| Computer | 72% (3834) | 8% (416) | 4% (189) | 3% (155) | 5% (244) | 4% (229) | 3% (176) | 2% (85) | 1% (32) | 5360 |
| Consumer electronics | 58% (3106) | 15% (789) | 8% (418) | 10% (538) | 6% (310) | 2% (120) | 1% (47) | 1% (36) | 1% (35) | 5399 |
| Subscription to a publication | 61% (3300) | 33% (1778) | 4% (220) | 1% (63) | 0% (10) | 0% (5) | 0% (2) | 0% (0) | 0% (7) | 5385 |
| Adult toys | 87% (4642) | 9% (486) | 2% (90) | 1% (38) | 0% (17) | 0% (6) | 0% (3) | 0% (1) | 0% (23) | 5306 |
| Total Respondents | 5768 | |||||||||
| (skipped this question) | 287 | |||||||||
| 10. In an average week, how many friends and colleagues do you e-mail, IM or talk with about nip slips, Branjolina, the Olsen Twins, etc? |
|---|
| Response Percent |
Response Total |
||
| 0 | 17.14% | 1020 | |
| 1-3 | 38.20% | 2273 | |
| 4-7 | 22.87% | 1361 | |
| 8-10 | 9.85% | 586 | |
| 11-20 | 5.38% | 320 | |
| 21-30 | 2.50% | 149 | |
| 31-40 | 1.06% | 63 | |
| 41-50 | 0.72% | 43 | |
| 51-60 | 0.49% | 29 | |
| 61-70 | 0.24% | 14 | |
| 71-80 | 0.18% | 11 | |
| 81-100 | 0.18% | 11 | |
| 100+ | 1.34% | 80 | |
| Total Respondents | 5951 | ||
| (skipped this question) | 104 | ||
| 11. Friends rely on you for the dish on: |
|---|
| Response Percent |
Response Total |
||
| Fashion | 39.97% | 2258 | |
| Music | 45.74% | 2584 | |
| Writers | 17.60% | 994 | |
| Politicians | 24.38% | 1377 | |
| Celeb news | 77.41% | 4373 | |
| Movies | 59.46% | 3359 | |
| The future | 12.14% | 686 | |
| Gadgets | 19.40% | 1096 | |
| Parties | 22.29% | 1259 | |
| Shows | 39.33% | 2222 | |
| Food | 31.86% | 1800 | |
| Sex | 22.82% | 1289 | |
| Total Respondents | 5649 | ||
| (skipped this question) | 406 | ||
| 12. Magazines you read weekly: |
|---|
| Online | Respondents Total |
||
| American Record Guide | 63% (10) | 38% (6) | 16 |
| Allure | 14% (87) | 87% (528) | 604 |
| Blade | 66% (21) | 38% (12) | 32 |
| Blender | 23% (86) | 82% (311) | 381 |
| Bon Apetite | 31% (84) | 75% (205) | 274 |
| Cosmopolitan | 20% (260) | 87% (1148) | 1322 |
| Daily Variety | 70% (142) | 34% (68) | 202 |
| Details | 20% (55) | 82% (222) | 271 |
| Downbeat | 52% (11) | 57% (12) | 21 |
| Elle | 19% (142) | 84% (619) | 738 |
| Entertainment Weekly | 42% (739) | 66% (1158) | 1748 |
| Esquire | 19% (52) | 83% (227) | 273 |
| Examiner | 47% (28) | 56% (33) | 59 |
| Glamor | 14% (124) | 90% (818) | 912 |
| In Touch | 21% (269) | 82% (1073) | 1301 |
| Life & Style | 22% (192) | 81% (718) | 884 |
| Maxim | 23% (159) | 84% (585) | 698 |
| Mens Health | 25% (69) | 82% (229) | 278 |
| Mother Jones | 48% (44) | 54% (50) | 92 |
| National Inquirer | 51% (172) | 52% (175) | 336 |
| Onion | 88% (843) | 17% (167) | 963 |
| OK! | 27% (189) | 77% (533) | 695 |
| Paste | 31% (14) | 78% (35) | 45 |
| People | 46% (1026) | 67% (1494) | 2226 |
| Playboy | 21% (72) | 85% (292) | 345 |
| Playgirl | 41% (21) | 65% (33) | 51 |
| Rolling Stone | 29% (262) | 76% (684) | 896 |
| Spin | 27% (64) | 78% (185) | 236 |
| Star | 34% (247) | 73% (534) | 735 |
| Teen | 36% (46) | 76% (98) | 129 |
| TV Guide | 61% (411) | 49% (328) | 672 |
| Us Weekly | 22% (443) | 84% (1692) | 2018 |
| Vanity Fair | 18% (217) | 86% (1045) | 1217 |
| Weekly World News | 55% (82) | 51% (76) | 148 |
| Wired | 55% (209) | 55% (207) | 379 |
| Total Respondents | 4856 | ||
| (skipped this question) | 1199 | ||
| 13. Please rate how well the following media provide you with news and opinion: |
|---|
| Usefulness | ||||||
| NA | Worthless | Somewhat useful | Useful | Extremely useful | Response Total |
|
| Word of mouth | 10% (462) | 14% (686) | 45% (2171) | 22% (1049) | 9% (415) | 4783 |
| Television | 3% (161) | 8% (412) | 33% (1731) | 37% (1912) | 18% (955) | 5171 |
| Radio | 16% (756) | 15% (744) | 35% (1709) | 24% (1169) | 10% (486) | 4864 |
| Newspapers (print) | 16% (784) | 9% (455) | 29% (1415) | 31% (1499) | 15% (736) | 4889 |
| Newspapers (online) | 18% (888) | 5% (263) | 25% (1224) | 31% (1528) | 20% (990) | 4893 |
| Magazines (print) | 7% (332) | 7% (362) | 37% (1825) | 35% (1751) | 14% (682) | 4952 |
| Magazines (online) | 22% (1034) | 10% (442) | 39% (1790) | 22% (1021) | 8% (354) | 4641 |
| Blogs | 6% (283) | 6% (314) | 27% (1364) | 29% (1513) | 32% (1670) | 5144 |
| Forums | 39% (1737) | 16% (724) | 26% (1144) | 13% (592) | 6% (263) | 4460 |
| % of total media consumption | ||||||||||||
| 0 | 10 | 20 | 30 | 40 | 50 | 60 | 70 | 80 | 90 | 100 | Response Total |
|
| Word of mouth | 21% (716) | 45% (1532) | 13% (450) | 7% (232) | 4% (121) | 4% (139) | 2% (63) | 2% (57) | 2% (59) | 0% (15) | 1% (44) | 3428 |
| Television | 7% (275) | 26% (1083) | 20% (827) | 14% (595) | 8% (340) | 8% (343) | 4% (174) | 3% (132) | 3% (124) | 3% (112) | 3% (108) | 4113 |
| Radio | 25% (882) | 36% (1237) | 14% (498) | 8% (275) | 4% (131) | 5% (159) | 3% (99) | 2% (61) | 2% (56) | 1% (42) | 1% (24) | 3464 |
| Newspapers (print) | 25% (876) | 36% (1256) | 15% (529) | 7% (260) | 4% (139) | 4% (141) | 2% (79) | 2% (80) | 2% (58) | 2% (58) | 2% (62) | 3538 |
| Newspapers (online) | 19% (682) | 32% (1138) | 16% (567) | 11% (385) | 6% (229) | 5% (193) | 3% (92) | 2% (72) | 2% (79) | 2% (55) | 2% (54) | 3546 |
| Magazines (print) | 11% (408) | 39% (1465) | 18% (688) | 10% (354) | 5% (189) | 5% (174) | 3% (114) | 2% (89) | 2% (77) | 2% (91) | 2% (73) | 3722 |
| Magazines (online) | 29% (892) | 40% (1218) | 11% (339) | 5% (147) | 4% (113) | 4% (114) | 2% (58) | 2% (56) | 2% (57) | 1% (41) | 1% (41) | 3076 |
| Blogs | 7% (296) | 24% (969) | 18% (729) | 12% (496) | 8% (341) | 9% (353) | 5% (183) | 4% (163) | 5% (188) | 4% (145) | 5% (200) | 4063 |
| Forums | 49% (1313) | 26% (705) | 9% (233) | 4% (106) | 3% (80) | 3% (72) | 1% (40) | 1% (29) | 2% (50) | 1% (24) | 2% (44) | 2696 |
| Total Respondents | 5522 | |||||||||||
| (skipped this question) | 533 | |||||||||||
| 14. Do you have your own blog? |
|---|
| Response Percent |
Response Total |
||
| Yes | 23.39% | 1416 | |
| No | 76.76% | 4648 | |
| Total Respondents | 6055 | ||
| (skipped this question) | 0 | ||
| 15. How many blogs do you read daily? |
|---|
| Response Percent |
Response Total |
||
| 1 | 12.60% | 695 | |
| 2 | 13.52% | 746 | |
| 3 | 14.92% | 823 | |
| 4 | 11.89% | 656 | |
| 5 | 13.39% | 739 | |
| 6 | 6.82% | 376 | |
| 7 | 3.75% | 207 | |
| 8 | 3.01% | 166 | |
| 9 | 0.96% | 53 | |
| 10 | 7.81% | 431 | |
| 11-15 | 6.34% | 350 | |
| 16-25 | 2.95% | 163 | |
| 26-50 | 1.14% | 63 | |
| 51-100 | 0.54% | 30 | |
| 101-200 | 0.13% | 7 | |
| 200+ | 0.27% | 15 | |
| Total Respondents | 5517 | ||
| (skipped this question) | 538 | ||
| 16. Do you leave comments in other peoples' blogs? |
|---|
| Response Percent |
Response Total |
||
| Yes | 39.83% | 2176 | |
| No | 60.22% | 3290 | |
| Total Respondents | 5463 | ||
| (skipped this question) | 592 | ||
| 17. In an average week, roughly how many hours do you spend reading blogs? |
|---|
| Response Percent |
Response Total |
||
| 0 | 2.07% | 114 | |
| 1 | 9.77% | 539 | |
| 2 | 14.30% | 789 | |
| 3 | 11.69% | 645 | |
| 4 | 8.72% | 481 | |
| 5 | 10.93% | 603 | |
| 6 | 4.57% | 252 | |
| 7 | 6.63% | 366 | |
| 8 | 3.46% | 191 | |
| 9 | 1.31% | 72 | |
| 10 | 11.69% | 645 | |
| 11 | 0.47% | 26 | |
| 12 | 2.05% | 113 | |
| 13 | 0.40% | 22 | |
| 14 | 1.96% | 108 | |
| 15 | 2.94% | 162 | |
| 16 | 0.49% | 27 | |
| 17 | 0.15% | 8 | |
| 18 | 0.67% | 37 | |
| 19-24 | 3.12% | 172 | |
| 24-30 | 1.32% | 73 | |
| 30-36 | 0.36% | 20 | |
| 36+ | 1.00% | 55 | |
| Total Respondents | 5517 | ||
| (skipped this question) | 538 | ||
| 18. You read blogs for: |
|---|
| Response Percent |
Response Total |
||
| Faster news | 43.56% | 2342 | |
| Pictures | 73.46% | 3949 | |
| Latest trends | 40.79% | 2193 | |
| Transparent biases | 17.60% | 946 | |
| Better perspective | 27.81% | 1495 | |
| More personality | 50.06% | 2691 | |
| More honesty | 31.27% | 1681 | |
| News I can't find elsewhere | 53.46% | 2874 | |
| Links | 33.26% | 1788 | |
| Humor | 86.22% | 4635 | |
| Snark | 47.51% | 2554 | |
| Other (please specify) | 7.24% | 389 | |
| Total Respondents | 5376 | ||
| (skipped this question) | 679 | ||
| 19. List up to ten of your favorite blogs (to make this data parsable and useful for bloggers, please put each blog name on a new row and provide at least the first full word of blog's name): |
|---|
| 20. Referring blog: |
|---|
| 21. You read blogs via RSS: |
|---|
| Response Percent |
Response Total |
||
| What's RSS? | 64.11% | 3279 | |
| Never | 21.68% | 1109 | |
| Occassionally | 9.35% | 478 | |
| Often | 3.40% | 174 | |
| Always | 2.13% | 109 | |
| Total Respondents | 5115 | ||
| (skipped this question) | 940 | ||
| 22. You listen to how many podcasts each week: |
|---|
| Response Percent |
Response Total |
||
| Never | 80.88% | 4196 | |
| 1 | 8.02% | 416 | |
| 2 | 4.88% | 253 | |
| 3 | 2.41% | 125 | |
| 4 | 1.08% | 56 | |
| 5 | 1.29% | 67 | |
| 6 | 0.13% | 7 | |
| 7 | 0.19% | 10 | |
| 8 | 0.15% | 8 | |
| 9 | 0.02% | 1 | |
| 10 | 0.35% | 18 | |
| 11-15 | 0.37% | 19 | |
| 16-25 | 0.08% | 4 | |
| >25 | 0.21% | 11 | |
| Total Respondents | 5188 | ||
| (skipped this question) | 867 | ||
| 23. Blogs are: |
|---|
| Response Percent |
Response Total |
||
| Soon to be forgotten | 7.23% | 363 | |
| Bigger than the Beatles | 21.38% | 1073 | |
| Going to be absorbed by corporate publishers | 27.68% | 1389 | |
| Going to fill the hole left when traditional publishers fold | 43.74% | 2195 | |
| Total Respondents | 5018 | ||
| (skipped this question) | 1037 | ||
| 24. How many page impressions do you have? (Use third party data like SiteMeter or Blogads.) |
|---|
| Response Percent |
Response Total |
||
| Don't know. | 61.50% | 797 | |
| <5000 impressions a month | 27.47% | 356 | |
| 5-50,000 impressions a month | 5.09% | 66 | |
| 50-200,000 impressions a month | 2.55% | 33 | |
| 200-500,000 impressions a month | 1.23% | 16 | |
| 500,000 to 1 million impressions a month | 0.62% | 8 | |
| >1 million impressions a month | 1.62% | 21 | |
| Total Respondents | 1296 | ||
| (skipped this question) | 4759 | ||
| 25. Why do you blog? |
|---|
| Response Percent |
Response Total |
||
| To influence public opinion. | 14.04% | 192 | |
| To let off steam. | 55.48% | 759 | |
| For money. | 4.46% | 61 | |
| For fame. | 7.02% | 96 | |
| To meet new people. | 18.13% | 248 | |
| To formulate new ideas. | 28.65% | 392 | |
| To stay in touch with old friends. | 39.55% | 541 | |
| To keep track of my thoughts. | 61.04% | 835 | |
| I'm not sure, but I love it. | 35.01% | 479 | |
| To smite my enemies. | 12.79% | 175 | |
| To praise my friends. | 15.06% | 206 | |
| Other (please specify) | 13.01% | 178 | |
| Total Respondents | 1368 | ||
| (skipped this question) | 4687 | ||
| 26. When did you start blogging? |
|---|
| Response Percent |
Response Total |
||
| 1991-1997 | 1.53% | 21 | |
| 1998 | 1.02% | 14 | |
| 1999 | 2.77% | 38 | |
| 2000 | 4.82% | 66 | |
| 2001 | 5.99% | 82 | |
| 2002 | 6.86% | 94 | |
| 2003 | 11.02% | 151 | |
| 2004 | 17.81% | 244 | |
| 2005 | 36.13% | 495 | |
| 2006 | 12.12% | 166 | |
| Total Respondents | 1370 | ||
| (skipped this question) | 4685 | ||