comScore: Bloggers consume high rates of online information

Here is one more reason to target bloggers or to advertise on highly trafficked blogs: turns out bloggers don't just provide content. They consume it. According to a recent comScore study, bloggers are heavy consumers of news and entertainment content.

by Kristina Knight

Bloggers not only want to give their opinions on newsworthy events, they want to hear other opinions, too. That is what drives most to visit several content websites each day.

Jack Flanagan, executive vice president of comScore said, “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.”

During the study period of January 2008, blogger accounted for 428 pageviews on other blogs, 240 pageviews on political websites and 224 pageviews on webhosting websites. entertainment/news websites we given 199 pageviews from heavy bloggers and 147 pageviews were sent to entertainment/movie websites.

What this means, especially for advertisers, is that advertising on blogs which have high traffic numbers and lots of fresh content is that they could increase their campaign ROI. Heavy bloggers are more likely to influence their readers and other bloggers because of the sheer number of fresh posts and opinions they make.

“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 Flanagan.