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Swedish blog reading - what does it look like?

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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.

Svenskarnas bloggläsande

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