Thanks to the 17,159 blog readers who responded to our survey!

This survey shows that blog readers are older and more affluent than most optimistic guestimates: 61% of blog readers responding to the survey are over 30, and 75% make more than $45,000 a year.

Moreover, blog readers are more cyber-active than I'd hoped: 54% of their news consumption is online. 21% are themselves bloggers and 46% describe themselves as opinion makers. And, in the last six months:

Blog readers are media-mavens: 21% subscribe to the New Yorker magazine, 15% to the Economist, 15% to Newsweek and 14% to the Atlantic Monthly.

They are also far more male -- 79%! -- than I expected, versus 56% of NYTimes.com's readers.

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.

But remember also that the blogosphere is all about biases and conversations and boot-strapping and not waiting for some patron -- a newspaper editor or university dean or foundation officer or venture capitalist or government agent -- to tell you something but figuring it out yourself, and, finally, about sharing fragments of imperfect data with peers to arrive at some useful collective knowledge.

As Trent Lott and Howell Raines unhappily learned, the blogosphere's numerous voices can amplify ideas that are too complex or contrary for traditional organizations to articulate.

I'm sure you'll find some new ideas in the following summary of these 17,159 responses. More factoids and trends will emerge next week as we parse the blog-by-blog demographics and distribute them to each respective blogger who linked to the survey. Even more will emerge as we run filters like "Democrats versus Republicans," or others you suggest by e-mail or in the comments below.

I've spent two years helping bloggers sell advertising to everybody from Blackmask E-books , our first advertiser, to Roadrunner broadband to John Kerry to ActforLove Personals to, yesterday, Minnesota State Rep. Lynn Wardlow. I've had a hunch that blog readers are a special audience. Now we have hard evidence.

Whether on the left or right, blog readers have traits in common that often are absent in today's public spaces: passion and initiative. Sharing these traits, blog readers of all political stripes seem more alike than different.

Likewise, blog readers are united in their apathy about traditional news sources: 82% of blog readers say that television is worthless or only somewhat useful as a source of news and opinion. 55% percent say the same about print newspapers. 54% say the same about print magazines.

Meanwhile, 86% say that blogs are either useful or extremely useful as sources of news or opinion. 80% say they read blogs for news they can't find elsewhere. 78% read because the perspective is better. 66% value the faster news. 61% say that blogs are more honest. Divided on so much else, blog readers appear united in their dissatisfaction with conventional media and their rabid love of blogs.

What conclusion do I draw from this week's effort to articulate the demographics of blog readers... as women or men, lawyers or programmers, Californians or Floridians, Republicans or Democrats?

I conclude that blog readers are, themselves, a distinct and important new demographic cohort: blog readers.

Thanks to the bloggers and blog readers who powered this survey. Have fun with the today's data and what will follow soon.

Henry Copeland May 21, 2004

Update: Here are some survey slices: women, men, Greens, Libertarians, Independents, Republicans, and Democrats.

Blog reader survey May 17-19, 2004

1. Age?
 Response PercentResponse Total
  <14
0.1%23
  14-18
1.3%231
  19-24
10.3%1759
  25-30
16.8%2872
  31-40
29.4%5040
  41-50
23.1%3957
  51-60
14.1%2421
  61-70
3.9%673
  71+
1%170
Total Respondents  17146
(skipped this question)  13
2. Sex
 Response PercentResponse Total
  Male
79.1%13557
  Female
20.9%3589
Total Respondents  17146
(skipped this question)  13
3. Annual family income:
 Response PercentResponse Total
  0-$10,000
2.7%450
  $10-$20,000
4.2%685
  $20-30,000
6.6%1088
  $30-$45,000
11.4%1867
  $45-$60,000
13.7%2250
  $60-$90,000
21.6%3539
  $90-$120,000
16.7%2742
  $120-$150,000
8.5%1400
  $150-$200,000
7%1144
  $200-$300,000
4.1%672
  $300-$500,000
1.8%303
  >$500,000
1.5%254
Total Respondents  16394
(skipped this question)  765
4. Job title:
 Response PercentResponse Total
  Accountant/auditor
1.4%234
  Admin Assistant
2.1%359
  Analyst
3.1%540
  Artist/musician/entertainer
1.6%274
  Architect
0.5%80
  Associate
0.9%152
  Broker/trader/adviser
0.9%157
  CEO/Chairman/President
1.7%294
  CFO,COO,CTO,CIO
0.8%131
  Clergy
0.3%51
  Clerical worker
0.8%132
  Computer professional
11%1880
  Consultant
3.4%591
  Director
2.2%385
  Doctor
1.1%189
  Educator
5.2%890
  Engineer
5.5%949
  Entrepreneur
1.7%285
  Government official
1.4%237
  Health care worker (other than Dr.)
1%169
  Homemaker
1.9%322
  Lawyer/Judge
5.5%947
  Manager
4.3%742
  Military officer
0.5%90
  Partner/principal/owner
1.5%265
  Researcher
2.3%398
  Sales
2%348
  Skilled labor
1%163
  Scientist
2.1%360
  Service provider
0.7%114
  Student
9.6%1645
  Supervisor
0.7%124
  Technician
1.6%278
  Vice President
1.1%194
  Writer/editor
5.4%918
  Retired
3.9%669
  Other (please specify)
9.3%1589
Total Respondents  17145
(skipped this question)  13
5. Industry:
 Response PercentResponse Total
  Accounting
0.8%121
  Agriculture
0.6%91
  Architecture, Design
1.2%190
  Arts, Entertainment
4.4%691
  Computers, Software, Tech
13.7%2177
  Construction
1.5%239
  Consulting
3.5%557
  Education
14.7%2329
  Engineering
3.5%549
  Finance, Banking, Brokerage
5.2%823
  Government, Diplomacy
6.2%980
  Health care
4.8%768
  Homemaker
1.1%171
  Import, Export, Trade
0.3%54
  Information Management/Library
1.3%207
  Insurance
1.5%234
  Legal
7.5%1187
  Manufacturing
3.5%548
  MarCom, Advertising, PR
2.2%343
  Media
5.2%820
  Military
1.4%220
  Non-profit/Associations
3.1%496
  Pharmaceuticals
1%154
  Real-estate
1.3%211
  Recruiting/HR
0.2%31
  Religious
0.5%74
  Retired
1.3%206
  R&D
1.6%259
  Retail
2%314
  Social Services
0.6%100
  Telecommunications
2.1%329
  Transport
1.2%193
  Travel, Hospitality
0.9%146
  Wholesale
0.4%67
Total Respondents  15879
(skipped this question)  1280
6. Friends would describe you as:
 Response PercentResponse Total
  One of the guys/gals
25.1%4118
  An opinion maker
43.4%7117
  A lone wolf
31.5%5162
Total Respondents  16397
(skipped this question)  762
7. Politically, you are:
 Response PercentResponse Total
  Apolitical
1.8%305
  Democrat
40.2%6742
  Republican
22.6%3794
  Libertarian
11.3%1902
  Independent
20.2%3388
  Green
3.9%656
Total Respondents  16787
(skipped this question)  372
8. Country of residence:
 Response PercentResponse Total
  US
91.4%15451
  Canada
3%513
  Mexico
0.2%35
  United Kingdom
1.6%265
  Brazil
0.3%49
  Germany
0.4%61
  France
0.3%49
  Spain
0.1%18
  Italy
0.1%10
  Other (please specify)
2.6%445
Total Respondents  16896
(skipped this question)  263
9. State of residence:
 Response PercentResponse Total
  AL
0.7%107
  AK
0.2%37
  AZ
1.6%261
  AR
0.3%56
  CA
14.8%2411
  CO
2.2%355
  CT
1.4%226
  DE
0.3%51
  DC
2.1%338
  FL
2.9%476
  GA
2.4%386
  GU
0%4
  HI
0.4%58
  ID
0.2%40
  IL
4.8%775
  IN
1.2%198
  IA
0.8%127
  KS
0.6%105
  KY
0.8%128
  LA
0.8%132
  ME
0.4%72
  MD
2.4%399
  MA
4.5%740
  MI
2.2%360
  MN
2.5%408
  MS
0.3%52
  MO
1.5%237
  MT
0.2%38
  NE
0.3%54
  NV
0.4%61
  NH
0.6%94
  NJ
2.7%440
  NM
0.5%84
  NY
8%1310
  NC
2.3%369
  ND
0.1%24
  OH
2.7%442
  OK
0.6%105
  OR
2%327
  PA
3.2%525
  PR
0.1%13
  RI
0.4%67
  SC
0.7%107
  SD
0.1%19
  TN
1.6%268
  TX
6.1%1002
  UT
0.5%81
  VT
0.4%69
  VA
3.7%595
  WA
3.9%634
  WV
0.3%46
  WI
1.6%263
  WY
0.1%24
  Non-US
4.3%699
Total Respondents  16299
(skipped this question)  860
10. In the last 6 months, how much money have you spent online in each of the following categories?
 Spending range
0$1-$19$20-$49$50-$99$100-$199$200-$499$500-$999$1000-$1499$1500-$2499$2500-$4999$5000+Response Total
Contributed to a cause/campaign
37% (5560)3% (471)10% (1531)12% (1885)15% (2287)12% (1851)6% (845)2% (291)1% (190)1% (116)1% (80)15107
Software
42% (6166)3% (370)11% (1592)15% (2160)14% (2058)9% (1380)4% (549)2% (223)0% (58)0% (38)0% (54)14648
Music
36% (5326)7% (1021)18% (2747)17% (2554)13% (1891)6% (945)2% (269)0% (47)0% (21)0% (10)0% (19)14850
Books
14% (2273)3% (410)13% (2099)20% (3131)23% (3699)19% (2945)6% (887)1% (231)1% (87)0% (32)0% (20)15814
Plane tickets
37% (5571)0% (11)0% (13)0% (43)2% (378)16% (2440)20% (2971)11% (1699)7% (1043)4% (635)2% (333)15137
Computer
53% (7672)1% (124)3% (377)5% (693)7% (1017)7% (1017)7% (1016)6% (910)6% (902)4% (542)1% (196)14466
Consumer electronics
49% (7122)1% (154)4% (563)8% (1147)11% (1540)14% (1963)8% (1125)3% (416)1% (184)1% (117)1% (73)14404
Subscription to a publication
47% (6871)7% (987)21% (3030)15% (2108)7% (1042)3% (365)0% (68)0% (25)0% (9)0% (4)0% (13)14522
Total Respondents  16435
(skipped this question)  724
11. Magazines you subscribe to:
 Response PercentResponse Total
 New Yorker
20.6%2374
 The Nation
9.3%1075
 Mother Jones
6.7%768
 Rolling Stone
4.3%492
 Atlantic Monthly
13.7%1586
 National Review
10%1159
 The New Republic
7.2%831
 The American Prospect
4.4%512
 The Washington Monthly
3.6%411
 Reason Magazine
5%574
 The Week
1.4%167
 National Geographic
14.4%1657
 Forbes
4.6%527
 Fortune
3.4%394
 Harpers
9.6%1111
 The Weekly Standard
5.4%624
 The New York Review of Books
5.7%657
 Time
11.3%1300
 Newsweek
14.8%1713
 US News & World Reports
8.1%939
 Business Week
4%467
 Sports Illustrated
8.1%938
 People
2%226
 The Economist
15.4%1780
 Other (please specify)
49.9%5758
Total Respondents  11546
(skipped this question)  5613
12. What % of your news comes from:
 Response TotalResponse Average
  Television
17874112.74
  Radio
19013414.64
  Print newspapers
21314616.47
  Print magazines
11029210.26
  Internet sources
85129654.05
  Word-of-mouth
391914.79
Total Respondents  15828
(skipped this question)  1331
13. Please rate how well the following media provide you with news and opinion:
 Menu 1
NAWorthlessSomewhat usefulUsefulExtremely usefulResponse Total
Television
4% (662)37% (5975)45% (7221)12% (1979)2% (324)16161
Radio
10% (1635)13% (2162)39% (6357)28% (4545)9% (1462)16161
Newspapers (print)
8% (1253)14% (2295)41% (6544)29% (4636)9% (1423)16151
Newspapers (online)
5% (770)3% (553)31% (5003)39% (6249)22% (3576)16151
Magazines (print)
12% (1927)12% (1996)42% (6744)28% (4459)6% (1025)16151
Magazines (online)
12% (1935)5% (878)36% (5790)35% (5644)12% (1904)16151
Blogs
1% (148)1% (202)11% (1837)31% (5084)55% (8880)16151
Forums
38% (6128)19% (2990)28% (4502)12% (1871)4% (660)16151
Total Respondents  16161
(skipped this question)  998
14. How many blogs do you read daily?
 Response PercentResponse Total
  1
3.8%601
  2
6.3%997
  3
9.8%1559
  4
9.4%1501
  5
15.9%2543
  6
8.6%1375
  7
4.4%697
  8
4.6%737
  9
1%164
  10
11.6%1848
  11-15
13.3%2125
  16-25
6.9%1097
  26-50
2.9%464
  51-100
0.9%140
  101-200
0.4%57
  200+
0.3%45
Total Respondents  15950
(skipped this question)  1209
15. In an average week, roughly how many hours do you spend reading blogs?
 Response PercentResponse Total
  0
0.7%114
  1
2.4%389
  2
5.3%849
  3
5.3%850
  4
5.3%849
  5
9%1452
  6
4.6%737
  7
6.9%1107
  8
5.3%849
  9
1.4%231
  10
18.3%2955
  11
0.5%87
  12
4.7%763
  13
0.4%62
  14
5.5%894
  15
7.2%1156
  16
1.1%177
  17
0.3%42
  18
1.5%235
  19-24
9.6%1555
  24-30
2.7%443
  30-36
0.8%131
  36+
1.4%233
Total Respondents  16160
(skipped this question)  999
16. Do you have your own blog?
 Response PercentResponse Total
  Yes
20.9%3288
  No
79.1%12432
Total Respondents  15720
(skipped this question)  1439
17. I read blogs for:
 Response PercentResponse Total
 Faster news
65.9%10504
 Latest trends
35%5587
 Transparent biases
50.3%8023
 Better perspective
77.9%12421
 More personality
47%7493
 More honesty
61.4%9788
 News I can't find elsewhere
79.7%12713
 Other (please specify)
14%2241
Total Respondents  15951
(skipped this question)  1208
18. What blogs do you read and how often? (We're studying overlap among blog readerships. Mostly blogs averaging >50,000 visits/week. Order randomized.)
 Menu 1
Twice daily or moreDailyWeeklyMonthlyRarelyNeverResponse Total
AndrewSullivan
7% (743)20% (2030)19% (1934)11% (1128)20% (2066)23% (2338)10239
Talkingpointsmemo
26% (2720)24% (2481)11% (1140)6% (567)10% (1042)23% (2334)10284
Iwantmedia
0% (8)1% (49)1% (47)1% (53)4% (274)94% (6527)6958
Billmon
10% (878)16% (1400)12% (1036)5% (432)9% (762)48% (4126)8634
Scriptingnews
1% (44)2% (118)2% (131)1% (100)7% (500)87% (6164)7057
Maxspeak
1% (87)4% (331)9% (700)6% (430)13% (973)66% (4962)7483
CrookedTimber
2% (120)5% (395)11% (837)8% (603)16% (1234)58% (4356)7545
Volokh
4% (350)12% (1024)20% (1753)11% (991)17% (1486)37% (3226)8830
Hit&Run
2% (174)4% (270)5% (364)3% (227)7% (526)79% (5711)7272
Poynter
1% (106)5% (371)5% (383)4% (323)10% (758)74% (5385)7326
Instapundit
29% (3187)18% (1899)10% (1120)6% (609)16% (1745)21% (2272)10832
Littlegreenfootballs
15% (1453)12% (1170)11% (997)7% (657)14% (1335)41% (3825)9437
Boingboing
4% (318)6% (477)5% (369)5% (349)13% (952)67% (5038)7503
Gawker
2% (142)4% (270)5% (369)4% (262)12% (866)74% (5385)7294
DrudgeRetort (Not Matt!)
1% (49)2% (117)3% (212)2% (180)10% (723)82% (5972)7253
ObscureStore
0% (35)2% (128)2% (125)1% (98)4% (309)90% (6305)7000
Gizmodo
2% (122)4% (303)5% (337)4% (306)11% (788)75% (5447)7303
DrudgeReport
21% (2244)18% (1940)13% (1347)7% (794)22% (2313)19% (2052)10690
JamesLileks
1% (81)25% (2222)16% (1421)7% (593)10% (938)42% (3736)8991
Talkleft
2% (176)7% (544)12% (898)9% (679)16% (1286)54% (4217)7800
TheAgonist
7% (585)7% (567)6% (485)5% (432)15% (1190)59% (4627)7886
JuanCole
5% (400)15% (1285)16% (1354)7% (615)12% (996)46% (3995)8645
PoliticalAnimal
17% (1352)14% (1174)6% (456)2% (172)7% (550)54% (4429)8133
RealClearPolitics
3% (233)11% (893)8% (648)5% (375)10% (832)63% (4995)7976
PoliticalWire
6% (479)8% (576)6% (439)4% (275)11% (839)66% (5066)7674
Wonkette
6% (497)12% (1037)20% (1780)11% (1031)23% (2083)28% (2561)8989
DailyKos
27% (2896)21% (2217)12% (1304)5% (542)11% (1155)23% (2423)10537
Atrios
38% (3904)18% (1849)6% (648)4% (359)9% (890)25% (2606)10256
Politics1
2% (151)3% (230)2% (123)2% (109)5% (327)87% (6209)7149
TimBlair
3% (222)10% (767)11% (848)6% (470)9% (714)61% (4754)7775
SmallVictory
3% (194)5% (399)10% (733)7% (548)11% (794)64% (4828)7496
Blogcritics
0% (15)1% (52)2% (143)3% (219)11% (781)83% (5717)6927
Allahisinthehouse
3% (202)7% (550)9% (682)5% (398)8% (588)68% (5163)7583
Rightwingnews
1% (91)6% (427)9% (652)6% (439)11% (850)68% (5123)7582
Pandagon
7% (511)10% (755)12% (903)6% (463)11% (895)55% (4276)7803
MatthewYglesias
5% (373)11% (916)17% (1405)10% (789)18% (1491)40% (3271)8245
RogerLSimon
3% (256)11% (883)14% (1155)5% (413)9% (741)57% (4568)8016
Tapped
4% (298)11% (899)13% (1023)7% (556)12% (966)52% (4096)7838
TheAgitator
1% (85)2% (111)2% (159)2% (142)8% (592)84% (5932)7021
OliverWillis
1% (72)4% (259)6% (472)6% (417)15% (1084)68% (4967)7271
Wizbang
1% (41)1% (104)3% (231)3% (187)8% (537)84% (5866)6966
HughHewitt
2% (165)9% (723)11% (833)6% (462)10% (777)62% (4910)7870
CommandPost
4% (281)9% (720)14% (1114)8% (598)9% (737)57% (4520)7970
Total Respondents  15190
(skipped this question)  1969
19. Your favorite blog:
 Total Respondents  
14708
(skipped this question)  2451
20. Have you clicked on a blog ad?
 Response PercentResponse Total
  Yes
66.7%10161
  No
22.4%3412
  Can't recall
10.9%1661
Total Respondents  15234
(skipped this question)  1925
21. Which of the following have you done because you clicked a blogad?
 Response PercentResponse Total
 changed opinion
7.4%871
 discussed ad with others
16.4%1925
 forwarded link to others
22.8%2681
 contacted advertiser
10.3%1211
 recommended product/service
9.4%1103
 purchased product/service
22.3%2624
 donated money
39.4%4636
 volunteered
6.9%807
 joined mailing list
22.7%2665
 none of these
35.1%4129
Total Respondents  11763
(skipped this question)  5396
22. Referring blog:
 Total Respondents  
13214
(skipped this question)  3945

For bloggers who linked to the survey, we aim to supply breakouts of your specific reader demographics sometime next week. And in the weeks following, we'll slice reader demographics in other ways. If you are interested in learning more or making suggestions, please send an e-mail to survey@blogads.com or feel free to comment below.




Aggregate data is published under the Creative Commons Attribution License by Pressflex LLC.