What does it look like for Swedes to read blogs? The results of the blog reader survey conducted by the Better Bloggers network are now available. A total of 467 Swedish blog readers participated in the survey, and we know that many of our readers responded. Many thanks for that!
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The typical blog reader
The result is interesting and shows, among other things, that the typical blog reader is a woman in her 30s who has completed higher education and lives in a large or medium-sized Swedish city.. It is, of course, debatable whether the results are representative or whether some groups are more likely to respond to surveys than others, but it is certainly interesting to look at the survey.
Blog readers are getting older
While the majority of blog readers are women (94%), they are not as young as many people think. Most are aged 25-34 (42%) or 35-44 (26%). 16% are over 45 and only 15% are under 24. Most live in large or medium-sized cities and 56 per cent have completed higher education. 3 out of 5 blog readers blog themselves and even more are active on Facebook and Instagram.
Reading habits and technology
More than 4 out of 5 read blogs every day or several times/day, and most (73%) read 1-20 blogs regularly. It is common to read blogs for 1-5 hours/week and most (65%) read blogs in the evening.
The types of blogs most read are lifestyle/everyday life, fashion/beauty, interior design/crafts and fitness/health. 7 out of 10 also follow their bloggers on Instagram. Half read blogs directly in the browser, but of the RSS readers, Bloglovin' is by far the most popular.
Consumer behaviour and trust
More than 3 out of 4 say they have bought a product based on a blog recommendation. 3 out of 5 shop online monthly or more often and the main purchases are clothes/shoes, beauty products, books/films and travel.
A total of 3 out of 4 are in favour of editorial advertising in blogs, as long as it is clearly labelled as advertising and follows the blogger's style. More than 8 out of 10 consider it very or fairly important that bloggers label sponsored posts as advertising.
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Rkuth in Virginia says:
What!!!
No % for 85 and above? 🙂
21 April 2015 - 18:03
BP says:
That's interesting! I didn't realise there were so many female bloggers. Ok, most people who follow my blog and blog themselves are women, but then I probably have a surprisingly large number of male bloggers in my "circle".
21 April 2015 - 18:12
Henny says:
I probably raised the average age in case the investigators figured that out too. Glad to have been involved in any case.
Hope you feel better now and avoid migraines for the rest of the trip.
21 April 2015 - 18:42
Åsa says:
I would never have guessed that as many as 3 out of 5 blog readers have their own blog. I actually don't believe that! There can't be that many blogs!
21 April 2015 - 20:17
Katta's Considerations says:
Fun to read. My blog readers are men up to 30 years old according to Google analytics and they like sports. This makes me very surprised as I never write about sports.
21 April 2015 - 20:58
towe says:
Just think that 3 out of 4 have bought a product, talk about product placement working and that you should be paid accordingly!
21 April 2015 - 21:00
admin says:
Ruth in Virginia, haha they must have "forgotten" that category... I do think we have many older readers, but there may be fewer on the make-up blogs....
😉
BP, we also have a lot of male readers, I think. But there are fewer on the make-up blogs, fashion blogs and craft blogs, and that brings down the average...?
Henny, I think we have a lot of older readers and I am very happy that you participated in the survey. All kinds of blogs and blog readers should be included, otherwise it will be misleading. My migraine comes from time to time unfortunately and has done it all my life, not much to do anything about....
Åsa, it may have something to do with who answered the survey... Maybe there were a disproportionate number of bloggers who responded? Bloggers are often also blog readers... But then I think there are also a lot of small everyday bloggers out there!
😉
Katta, but that sounds completely unlikely!? Can it really be true? Or is it that you have a whole bunch of young admirers in the neighbourhood...?
😉
Towe, right? I'm sure I'm also inspired to buy from time to time by bloggers, for example when it comes to smart camping gear and books.
21 April 2015 - 22:18
Ditte says:
Nice to read the results of the survey. But I was surprised to read that many readers are still quite young. I know that I myself have readers between 23 and +80 and some men too.
When it comes to shopping online, I only buy travel and book hotels that way, I've never bought anything else. But maybe it will be.
advertising in blogs and online, I look past it, it doesn't affect me at all and no other advertising either. It's just not made for me...
I usually buy what I want anyway....
Thank you for sharing the results.
21 April 2015 - 22:32
admin says:
Ditte, I think there are a lot of blogs that only have younger readers, like make-up blogs and everyday and fashion blogs written by very young bloggers, and that brings down the average. I also think we have a lot of older readers and also more male readers. There are so many different blogs with completely different readers ...
21 April 2015 - 22:44
Annika says:
Fun to read! I think most people who read my blog are women, I think they are between 25-75. AND yes, Ruth, you too 🙂 86 years old. The occasional man reads, but they rarely comment. I read no fashion blogs, no make-up blogs, very few interior design blogs. Very many who read my blog have their own blog, but certainly not all. If they are not on a blog, they often have instagram.
I'm delighted to take part in this survey.
21 April 2015 - 23:10
Inga M says:
Interesting reading. I thought that the majority of blog readers are women, but I didn't realise that there would be such a large proportion. The older blog readers will certainly increase in number in the future. I notice myself that now that I am retired two days a week, there is more time for both my own blogging and blog reading. It tends to become a lifestyle in some way and gets a lot of time. But I try to keep down the number of blogs I read, it will have to be enough with about ten that I have more contact with.
22 April 2015 - 5:58
Across the board says:
Interesting to read. I think it can be difficult to find time to comment on the blogs and then get a little guilty about it. At the same time, I am curious and want to check out what is happening. After all, it takes a while. But one does the best one can....
Keep enjoying yourself in C d Agde
22 April 2015 - 6:14
admin says:
Annika, nice to at least have some control over your readers! Recognise that in a way, although we actually have quite a few men who comment as well. I also do not read make-up blogs or fashion blogs, but mostly travel blogs and live abroad blogs. But that was not even included as a category in the survey...
Inga M, I also think the percentage of women sounds too high, but it's probably due to the large number of make-up blogs, fashion blogs, craft blogs, etc. I also think that the age of the readers will increase further! If you get used to reading blogs, you don't stop, do you?
You don't have to comment all the time! It's nice if readers comment sometimes, but it shouldn't feel like a compulsion. Take care!
22 April 2015 - 7:47
Marina says:
This is actually a rather exciting result considering that most people who read blogs are in the middle of their working life. One might think that there would be more time for employment after retirement (or luxury wife life ;), but it is true that it is very important who responded to the survey ....
22 April 2015 - 10:40