[presentation] Blogometar15 v3.0
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Transcript of [presentation] Blogometar15 v3.0
#Blogometar15The first regional research of the blogosphere
2 Blogometar15members of N E T W O R K
About the research #Blogometar15
Research conducted from March 4th to March 30th 2015
Online questionnaire
Bloggers: authors/editors of personal/corporate blogsand blog magazines
Bosnia and Herzegovina, Serbia, Macedonia, Croatia,Slovenia and Montenegro
701 bloggers
Realization
Type of research
Target population
Countries included inthe research
Sample size
Sample type Random sampling
3 Blogometar15members of N E T W O R K
Why the blogosphere?
Bloggers are brands onto themselves.
They produce the largest amount of user content which can be found on the Internet.
Blogging is one of the oldest ways of social connecting on networks.
Blogs are the fastest-growing form of communication in the world.
...and we knew nothing reliableabout the blogosphere of the region…
5 Blogometar15members of N E T W O R K
And now we know that:
There are more female than male bloggers.1.
Most bloggers hold university degrees.2.
Bloggers mostly live in larger cities.3.
Bloggers mostly write under their own name, without hiding their identity.4.
Most bloggers write their blog as a hobby.5.
Female bloggers check the analytics of their blog more frequently during one week than their male colleagues.
6.
Bloggers from Croatia comment and share other bloggers' blogs more frequently than their colleagues from the region.
7.
Macedonian bloggers feel the least amount of freedom to write what they want and most of them believe that freedom of speech on the Internet is endangered.
8.
It is estimated that 13% of bloggers can make a living from blogging.9.
Profile outlineDemographic characteristics
7 Blogometar15members of N E T W O R K
41 %
59 %Female
Male2 %
16 %
25 %
33 %
16 %
6 %
2 %
< 18 18-24 25-30 31-40 41-50 51-60 61+
Every third male/female blogger has a university degree and is between 31 and 40 years old.
59% of women!
1 %
21 %
8 %
19 %
30 %
12 %
6 %
3 %
Elementaryschool
High school Vocationalcollege
University(unfinished)
University(finished)
Master'sstudies
Magisterstudies
Ph.D. studies
Higher education 78%
8 Blogometar15members of N E T W O R K
Cities bloggers live in
BeogradDrugo
Novi SadSarajevo
BanjalukaZagreb
Niš Ljubljana
Bor
Podgorica
Skoplje
Kragujevac
Pančevo
Leskovac
Mostar
Osijek
Smederevo
Sombor
Tuzla
Zrenjanin
Jagodina
Kraljevo
Kruševac
Subotica
Šabac
Zenica
Bijeljina
Brčko
Čačak
Doboj
Kranj
Maribor
Požarevac
Rijeka
Valjevo
Bitolj
Celje
Cetinje
Nikšić
Pirot
Priština
Sisak
Slavonski BrodSplit
Tetovo
Velenje
ZvornikKarlovac
Kumanovo
Novi PazarPljevlja
Prijedor
Prilep
Pula
Užice
Varaždin
Vranje
Zadar
9 Blogometar15members of N E T W O R K
Blogging experience/duration/length
37.7%
14.2%12.9%
9.7%8.8% 8.4%
4.5% 3.9%
Longer than four years Three years Two years One year 1-5 months Four years 6-11 months Shorter than a month
The largest group in our sample consists of blogging veterans.
AND IN THE SEE REGION
Slovenians have the longest blogging experience.
There are most beginners in Montenegro.
Initiation and inspirationWhy do they blog, what makes them tick, what topics do they deal with?
Koliko dugo bloguješ?
12
Only 5% of all bloggers write their blog exclusively because it is their job.
Blog is a hobby to most of them, but also…
4%
31%
5%
60%
Other
Hobby and work
Work
Hobby
Blogometar15members of N E T W O R K
Koliko dugo bloguješ?
13
…because they wanted to transfer their knowledge, experience and thoughts (52%).
They started writing…
4%
4%
9%
10%
11%
22%
35%
39%
52%
To receive compensation from brands
Running a blog was in my job description from the onset
(I write for a corporate blog)
Other
To make money
I followed the example of some people I know
To become more visible online (online reputation)
For amusement
Because I love writing
Because I wanted to transfer my knowledge, experience and thoughts
Blogometar15members of N E T W O R K
Koliko dugo bloguješ?
14
Female bloggers' motives: love of writing.
Their motives are different
Male bloggers' motives: a desire to transfer knowledge, earnings and visibility.
10%
22%
38%
39%
51%
To make money
To become more visible online (online reputation)
For amusement
Because I love writing
Because I wanted to transfer my knowledge, experience and thoughts
Blogometar15members of N E T W O R K
15
The youngest are the most practical ones
Blogometar15members of N E T W O R K
23%
9%
12%
8%
7%
3%
8%
3%
5%
5%
1%
Younger than 18
19-24 years old
25-30 years old
31-40 years old
41-50 years old
51-60 years old
60 and older
Because I wanted to earn money
Because I wanted to receive various types of compensation from brands
0% 0%
3%
The entire sample
10%
4%
Format and habitsHow often, how long, when and from where
do bloggers write their blog posts?
17 Blogometar15members of N E T W O R K
Post length and equipment
Less text + more photographs = a format to which most bloggers stick
14%
42%
57%
23%
4%
6%
4%
It includes only text
One visual (a photograph, infographics, chart etc.)
Several photographs
A video
Audio
A list
Other
12%
46%
32%
6%
3%
Up to 100 words(a passage consisting of 7-8 lines)
100 to 500 words (a text up to an A4 page)
500-1500 words
More than 1500 words
Other
How many words does your typical blog post have? Aside from text, your blog post usually includes:
18 Blogometar15members of N E T W O R K
Work demands longer blog posts
60% of bloggers for whom blogging is a job write texts which have 500 words and more.
16%
48%
28%
4%
4%
Up to 100 words
(a passage consisting of 7-8 lines)
100 to 500 words (a text up to an A4 page)
500-1500 words
More than 1500 words
Other
6%
31%
51%
9%
3%
Hobby Work
19 Blogometar15members of N E T W O R K
How much, when, from where do they write?
A quarter of all bloggers publish new posts several times a month,one third writes at night, and almost all write from their homes.
11%
32%
18%
31%
8%
Early morning
During the day
Late afternoon
At night
Other
When do you blog/write posts?
11%
32%
18%
31%
8%
8.5%
87%
3%
At work
At home
At cafes/restaurants
In open areas (park, by the river, public transportation)
Other
0.3%
1.2%
Where do you blog/write posts?
8.5%
87%
0.3%
1.2%
3%
3% 5%
21%
16%
25%
12%
17%
Several times a day Every day
2-4 times a week Once a week
Several times a month Once a month
More seldom than once a month
How often do you blog/publish a post?
3% 5%
21%
25%
17%
16%
12%
20 Blogometar15members of N E T W O R K
They would write more frequently, but…
Men are, twice as much as women, demotivated by the lack of response to what they write.
58%
65%
14%
15%
14%
7%
14%
13%
Men
Women
Lack of time Lack of inspiration Weak response to what I have written about Other
Social and e-social lifeBloggers are active, sociable and extrovert
Koliko dugo bloguješ?
22
More than half of the bloggers spend more than 6 hours a day in front of their computer.
E-people
Blogometar15members of N E T W O R K
4.9%
19.9%22.1%
18.8%
34.3%
Less than 2 hours From 2 to 4 hours From 4 to 6 hours From 6 to 8 hours 8 hours and more
Koliko dugo bloguješ?
23
Most bloggers are on Facebook, and they use YouTube more than their Twitter profiles.
Bloggers on social networks
Blogometar15members of N E T W O R K
Legend
TwitterFacebook Google+ LinkedInInstagram PinterestYouTube SlideShareViber, WhatsApp,Skype etc.Foursquare/Swarm
Every day81.79%
42.20%
17.92%
11.56%
33.38%
48.12%
2.60%
43.50%
Never
4.48%
22.25%26.01%
40.61%45.09%
39.60%
8.24%
73.12%
67.63%
25.87%
12.14%
6.50%
Koliko dugo bloguješ?
24
Most often Facebook, Pinterest and LinkedIn almost never. Instagram is gaining popularity.
Social networks for sharing
Blogometar15members of N E T W O R K
0%
10%
20%
30%
40%
50%
60%
70%
Facebook Twitter Google + LinkedIn Pinterest E-mail Viber, WhatsApp,
Skype etc.
Koliko dugo bloguješ?
25
4 out of 5 bloggers never pay for ads to promote their blogs.
Road to readers
Blogometar15members of N E T W O R K
73%
31%
10%
3%
17%
24%19%
12%10%
44%
71%
84%
Via social networks Search Engine Optimization E-mail marketing(sending newsletters etc.)
Paid services (Native Advertising, PPC, FB ads etc.)
Always Sometimes Never
26 Blogometar15members of N E T W O R K
36% of female bloggers never share their posts on Twitter!
Always
Always
Men
Women
Koliko dugo bloguješ?
27
Bloggers read most frequently blogs from their own country.
Bloggers among bloggers
Blogometar15members of N E T W O R K
68%
44% 44%
29%
47%42%
2%
9%14%
Domestic blogs Regional blogs Foreign blogs
Often Sometimes Never
You follow and read the following blogs:
28 Blogometar15members of N E T W O R K
Almost 40% of all bloggers never read blogs which areon the web sites of traditional media
66%
18%
28%
15%
31%
44% 44% 46%
3%
38%
28%
39%
Personal blogs Corporate blogs Blog magazines (Netokracija, Huffington post, Techcrunch)
Blogs on web sites of traditional media(HBR blog, B92…)
Often Sometimes Never
Koliko dugo bloguješ?
29
46% of bloggers receive the support for their writing from other bloggers or Internet acquaintances.
Blogger solidarity
Blogometar15members of N E T W O R K
52%
20%
10%
46%
46%
20%
4%
Close friends and family/relatives
Work colleagues
Clients
Internet acquaintances
Other bloggers
I do not receive direct support
Other
Koliko dugo bloguješ?
30
One in five bloggers comment on other blogs at least once a week, and 14% of bloggers never share other bloggers' posts.
Inter-blogger connections
Blogometar15members of N E T W O R K
9%
13%
22%
16%
30%
10%
Several times a day
Once a day
Once a week
Once a month
More seldomthan once a month
Never
9%
10%
24%
17%
26%
14%
Several times a day
Once a day
Once a week
Once a month
More seldomthan once a month
Never
I comment on other bloggers' posts: I share other bloggers' posts:
31 Blogometar15members of N E T W O R K
Female bloggers are more willing to comment on other posts frequently;as much as half of them do it regularly once a week and more often
6%
10%
21%
16%
35%
12%12%
15%
24%
15%
27%
8%
Several times a day Once a day Once a week Once a month More seldom than once a month Never
Men Women
I comment on other bloggers' posts:
Koliko dugo bloguješ?Comments in the region
One fourth of Croatian bloggers comment other bloggers' posts on a daily basis.
12%14%
26%
Serbia Bosnia and Herzegovina Croatia
32 Blogometar15members of N E T W O R K
Once a day
13%
The entire sample
Koliko dugo bloguješ?
33
…satisfaction. 85% bloggers state that blogging has brought them personal satisfaction.
To a blogger, a blog represents…
Blogometar15members of N E T W O R K
85%
60%
50%
22%30% 27%
19%
4%9%
Perso
nal sa
tisfa
ction
New fr
iends a
nd acquain
tance
s
Incr
ease
d visib
ility o
n the I
ntern
et
Bette
r rep
utatio
n
Job opportu
nity
Invit
ations t
o vario
us eve
nts
Earnings
Enemies
/opponen
ts
Problem
s at w
ork
Koliko dugo bloguješ?In the region, a blog to bloggers represents…
…mostly a cause of problems at work (Bosnia and Herzegovina)…a job opportunity (Croatia)…an invitation to various events (Serbia)
34 Blogometar15members of N E T W O R K
24%
37%
21%
Serbia
Bosnia and Herzegovina
Croatia
The entire sample 22%
13%
27%
Invitation to various events
Problems at work and Enemies/opponents
Job opportunity
The entire sample
The entire sample
Influence and measuring in the blogosphereWhat is influence and how is it measured?
Content is the measure of success
78% of bloggers believe that content and writing skill is what determines the measure ofa blogger's influence. The significance of the topics the blogger instigates is on the second place.
36 Blogometar15members of N E T W O R K
14%
32%
50%54%
60%
68%
78%
35%
46%
40%36%
34%
25%
18%
51%
22%
11%10%6%7%
5%
Earnings madefrom blogging
Bloggingexperience
Statistics:unique visits
Interaction(retweets/comments on posts)
The significance of the topics the
Post content (writing skill)
I agree I partially agree I disagree
Size of the blogger's community (the
number of Twitter followers, FB friends,
blog subscribers, LinkedIn
connections etc.)
45%42%
13%
Statistics:page views
34%
44%
21%
Frequency of publishing posts
blogger instigated
Influence is measured with analytics
3 out of 5 bloggers check the analyticsof their blog on a regular basis.
37 Blogometar15members of N E T W O R K
A half of those who do not checkanalytics, do not know how.
9%
3%
20%
32%
21%
14%
I do not check the analytics of my blog
I have no access to analytics
Rarely (once every few months)
Occasionally (several times a month)
Frequently (several times a week)
Every day
53%
7%
34%
6%
I do not know how to use analytics
I am not able to pay for that service
I do not think I need it
Other
Checking analytics in the region
Bloggers from Bosnia and Herzegovina are interested in analytics the least, whereas Croatian bloggers are interested the most.
38 Blogometar15members of N E T W O R K
Every day
18%
24%
Bosnia andHerzegovina
Croatia
I do not check the analytics of my blog
9%
14%
The entire sample
The entire sample
To bloggers, the relevant things are…
39 Blogometar15members of N E T W O R K
…unique visits, returning visitors, page views.
73%
60%
34%
61%
41%
31%
23%25%
Unique visits
Relevant
Page views Bounce rate (the number of visitors
who leave your blog as soon as they
open it)
Returning visitors (the number of
visitors who return to your blog)
The number of comments on blog
posts
The number of Facebook likes
visible on blog page
The number of Twitter shares
visible on blog page
The number of RSS subscribers
Self-employment and incomeTrends and possibilities for the professionalizationof their blog, how do bloggers manage their work?
Koliko dugo bloguješ?
41 Blogometar15members of N E T W O R K
Professional cooperation with brands
79% of bloggers have never
had the opportunity for
professional cooperation
with brands through
their blog.
21%
79%
Have cooperated professionally
Have not cooperated professionallyHave you ever charged a post, i.e. writtena paid blog post?
Koliko dugo bloguješ?
42 Blogometar15members of N E T W O R K
Attitude towards the professionalization of blogs
Most bloggers hold a neutral opinion on the trend ofprofessional cooperation between bloggers and brands.
Professional cooperation changes their attitude – bloggerswho have cooperated are more open to such a practice.
What is your attitude towards paid posts?
13%
50%
33%
4%
Negative
Neutral
Positive
Other
What is your attitude towards paid posts?
4%
26%
62%
8%
Negative
Neutral
Positive
Other
15%
56%
26%
3%
Negative
Neutral
Positive
Other
Yes
No
43 Blogometar15members of N E T W O R K
Koliko dugo bloguješ?Work and experience bring more work
Bloggers who have cooperated professionally with brands more frequently tend to receive more invitations for new cooperation…
5%
1%
4%
1%
7%
1%
17%
5%
21%
4%
40%
26%
6%
62%
Have cooperated
professionally
Every day Several times a week Once a week Several times a month Once a month Rarely I have never been contacted
How often do youget contacted bycompanies oragencies to beoffered to cooperatewith them?
... and 4 out of 5 of those bloggers have been writing their blog for more than 3 years
1%
3% 2% 4% 7% 14% 10% 58%
Shorter than a month 1-5 months 6-11 months One yea Two years Three years Four years Longer than four years
How longhave you beenblogging?
Have not
cooperated
Koliko dugo bloguješ?
44 Blogometar15members of N E T W O R K
Can you make a living out of it?
2 out of 5 bloggers charge a post between 20 and 100 euros. One third has a work task once a month.
13%
27%
21%
16%
7%
16%
Once a week
Once a month
Once every 3 months
Once every 6 months
Once a year
More seldom than once a year
13%
22%
23%
15%
3%
7%
18%
Up to 20 euros
From 20 to 50 euros
From 50 to 100 euros
From 100 to 200 euros
From 200 to 300 euros
From 300 to 500 euros
Other
How much do you usually charge to publish a post? How often do you publish paid posts on your blog?
Bloggers who have cooperated
with brands professionally
Koliko dugo bloguješ?All (in)equalities
Men earn more. Men remain unpaid more often.
45 Blogometar15members of N E T W O R K
How much do you charge to publish a post?
61%54%
24%
13%
8%
6%
6%
27%
MenWomen
Up to 20 euros From 100 to 200 euros From 200 to 500 euros Other
Are you satisfied with the paymentspeed of the written paid post?
65%70%
27%18%
8%
1%
10%
MenWomen
Yes, completely No, payments are often late
No, sometimes I do not get paid at all Other
Bloggers who have cooperated
with brands professionally
Koliko dugo bloguješ?All (in)equalities
Women cooperate more
46 Blogometar15members of N E T W O R K
How often do you publish paid posts on your blog?
12%
15%
20%
31%
27%
16%
20%
12%
0,06
0,07
0,14
0,18
Men
Women
Once a week Once a month Once every three months Once every six months Once a year More seldom than once a year
Bloggers who have cooperated
with brands professionally
Koliko dugo bloguješ?Experiences in the region
One quarter of Serbian bloggers earnfrom 20 to 50 euros.
Almost a third of the bloggers fromBosnia and Herzegovina chargeup to 20 euros.
Almost half of Croatian bloggerscharge from 50 to 100 euros.
47 Blogometar15members of N E T W O R K
0% 20% 40% 60% 80% 100%
Serbia
Bosnia andHerzegovina
Croatia
How much do you usually charge to publish a post?
Up to 20 euros From 20 to 50 euros From 50 to 100 euros
From 100 to 200 euros From 200 to 300 euros From 300 to 500 euros
Bloggers who have cooperated
with brands professionally
Koliko dugo bloguješ?Measuring the success of cooperation
48 Blogometar15members of N E T W O R K
40% of bloggers do not send theiranalytics to the people who ordered the post,because they have not been asked to.
42% of them do not send metrics (effects),not even after the cooperation has finished.
Before publishing the paid post, did you send the report where you listed the number of
views, unique views, the number of tweets or something similar to the client?
Have you noticed that your texts, photographs, quotes or other materials have been used without permission or
even without being referred to (with links/listing sources)?
8%
18%
27%
43%
3%
Once 2-5 times More than 5 times Never Other
32%
15%
40%
5%8%
Yes Yes, althoughthey did not ask
No, becausethey did not ask
No, becauseI did not want to
Other
Bloggers who have cooperated
with brands professionally
Koliko dugo bloguješ?Sharing knowledge at conferences
49 Blogometar15members of N E T W O R K
77% of bloggers have never officiallyblogged from conferences/seminars.
Bloggers who have cooperated with brandsmore frequently, also attend conferences more.
Have you attended anyseminars/conferences as an official blogger?
23%
77%
Yes
No
48%
52%
Yes
No
Bloggers who have cooperated
with brands professionally
Rights and libertiesBetween identity and pseudonym, freedom of
expression and pressures, rights and obligations
Anonymity and the public
More than half of bloggerswrite under their name.
51 Blogometar15members of N E T W O R K
Bloggers from Bosnia and Herzegovina writeunder a pseudonym more often than others.
42%
32%
22%
4%
Under their full nameand surname
45%
30%
47%
30%
67%
48%
23%
52%
37%
30%
26%
43%
27%
16%
13%
40%
9%
5%
2%
3%
7%
Serbia
Bosnia andHerzegovina
Croatia
Macedonia
Montenegro
Slovenia
Under full name and surname Using a nickname or pseudonym
Both under full name and surname and using a nickname or pseudonym In the name of an organization (as a corporate blogger)
Using a nicknameor pseudonym
Under their full nameand surname and using
a nickname or pseudonym
In the name ofan organization
(as a corporate blogger)
Freedom of speech on the Internet
52 Blogometar15members of N E T W O R K
Half of bloggers think that freedom of speech on the Internet is endangered.
39%
11%
50%
Yes
Yes, bloggersare especially
under pressure
No
Do you believe that freedom of speech on the Internet is endangered?
Freedom of expression through blogging
4 out of 5 bloggersstill feels free to writetheir blog
53 Blogometar15members of N E T W O R K
Macedonians, more than other nations in the region, feel that freedom of speechon the Internet is endangered and that bloggers are especially under pressure.
79%
21%
Yes No Yes, generally + Yes, bloggers are especially under pressure No
Serbia
Bosnia andHerzegovina
Croatia
Macedonia
Montenegro
Slovenia
53%
42%
47%
20%
47%
57%
47%
58%
53%
80%
53%
43%
Do you think that freedom of speech on the Internet is endangered?
Resisting the pressure
Men are more often under pressure because of their blog.
54 Blogometar15members of N E T W O R K
But they still feel more at liberty to write.
58%
39%
40%
59%
2%
2%
Men
Women
Have you ever sufferedcertain consequencesbecause of what youwrote on your blog?
Yes
No
Other
83%
77%
17%
23%
Men
Women
Do you feel free to writewhatever you wanton your blog?
Yes
No
Blogging experience influences the negative consequences
55 Blogometar15members of N E T W O R K
The longer they write, the bigger pressure they feel.
17%15%
30%34%
27%
36%40%
68%
83%85%
70%66%
70%
61%57%
31%
0% 0% 0% 0%4% 3% 3% 2%
Shorter than a month 1-5 months 6-11 months One year Two years Three years Four years Longer than four years
Yes No Other
Have you ever suffered certain consequences because of what you wrote on your blog?
Blogging experience influences copyrightinfringement experiences
56 Blogometar15members of N E T W O R K
4%
15%8% 7% 11% 13%
8%4%4%
22%
17% 16%
20% 19%22%
4%
9%
8%
23%
27% 26%
42%87%78%
52%
64%
53%
41% 40%
23%
4% 4% 4% 4% 1% 2% 5%
Shorter thana month
1-5 months 6-11 months One year Two years Three years Four years Longer thanfour years
Once 2-5 times More than 5 times Never Other
7%
The longer they write, the more often they encounter copyrightinfringement and intellectual property theft.
Have you noticed that your texts, photographs, quotes or other materials have been usedwithout permission or even without being referred to (with links/listing sources)?
40% of bloggers never reactto copyright infringement.
Have you reacted to intellectualproperty theft?
59%
41%
Yes No
Not reacting…because it is “pointless”
57 Blogometar15members of N E T W O R K
Bloggers who do not react, do itbecause they believe it is pointless.
Why have you not reacted?
Bloggers from Slovenia and Serbia are moreconvinced that it is “pointless” to react.
Have you reacted to intellectual property theft?
75%
Serbia
Bosnia andHerzegovina
Croatia
Macedonia
Slovenia
I did not know who to turn to Other
12,5% 12,5%
65% 7% 11% 17%
58% 16% 16% 10%
40% 40% 20%
40% 30% 20%10%
I thought it was pointless I did not want to make enemies
Have not reacted to theft
60%
14%
13%
13%
I thought itwas pointless
I did not want tomake enemies
I did not knowwho to turn to
Other
Knowing legal regulations
58 Blogometar15members of N E T W O R K
3 out of 5 bloggers do not know thelegal regulations which apply to blogsor they do not know at all if they exist.
Do you know the legal regulations in yourcountry when it comes to the rights of bloggers?
Yes
No
Partly
I do not knowthat such legal
regulations exist
11%
32%
23%
34%
Slovenian and Croatian bloggersknow legal regulations best.
Do you know the legal regulations in your countrywhen it comes to the rights of bloggers?
Yes No Partly I do not know if such legal regulations exist
10%
9%
19%
17%
14%
27%
31%
30%
25%
17%
57%
41%
27%
18%
20%
14%
18%
32%
43%
36%
66%
15%
14%
Serbia
Croatia
Macedonia
Montenegro
Slovenia
Bosnia andHerzegovina
Thank you, bloggers, now we knowwho you are and how you feel!
#SupportTheBlogosphere
How are you, bloggers? Research #Blogometar15
Supported #Blogometar15
Blogosphere is a resort for bloggers and other
thinking people. Being a part of it is a big deal,
but supporting it helps creating a better society.
– Dragana Đermanović Chief Executive Officer, BeeBlog Network
#Blogometar15 was conducted by the ,BeeBlog Networkthe largest blogging network in Southeast Europe