The majority of bloggers are women, in their thirties, write not only for fun and personal satisfaction but also as a professional activity, see collaboration with companies in a positive way, earn from this commitment, use social networks - above all Facebook and Twitter – to promote your blog.
Imageware, which has been operating in communication consultancy, public relations and digital communication for 30 years, presents the 2016 Blog Observatory, the third edition of the research on the Italian blogosphere which was conducted in the last months of 2015. Through Iprex, the global network of independent agencies of which Imageware is a part, the survey also photographed the panorama of the blogosphere in numerous other countries that have joined the initiative. The Observatory was conducted with a detailed questionnaire sent to bloggers mainly belonging to the current, beauty, design, food, lifestyle, fashion, technology and innovation, tourism and travel sectors.
The purpose of the research was to understand what bloggers' interests are, their sources of information, their attitudes towards the news they receive and how they see the forms of collaboration with agencies or companies, current trends with respect to the diffusion of new social technologies. The analysis of these aspects, in fact, together with a monitoring of the blogosphere and an in-depth scouting of the themes and news covered by blogs, can help those who work in communication not only to have positive relationships with bloggers but also to define communication strategies and effective forms of collaboration.
As far as Italy is concerned, the 2016 Blog Observatory reveals that bloggers are increasingly structured at a professional level, 57,1% have been writing for more than five years and companies recognize the importance of this phenomenon. 90,4% of Italian bloggers have been contacted by a communication agency and 88% consider it a positive fact. This new form of digital cooperation between agencies and bloggers helps determine the success of companies that achieve their goals when they have to launch a new service or product. Readers trust bloggers and companies reach the right target thanks to bloggers.
Woman and under 35: the selfie of the blogger
Research reveals that the blogosphere is largely pink. In fact, 72% of those who participated in the survey in the various countries are women. Only in Germany and Slovenia is the number of men higher, with a percentage of 60% and 51% respectively. In terms of age, 2/3 of bloggers are under 35, with the largest group represented by the 18-25 range and followed by the 31-35 range.
In Italy women are 54% of bloggers and the age group most present is between 26 and 35 years. Models mentioned, among the favorites of bloggers, are Chiara Ferragni, Selvaggia Lucarelli and Irene Colzi. Compared to last year, in Italy the percentages relating to age remain similar, while the men who decide to take care of a blog increase by a few points. In global terms, the median age of bloggers in 2014 was 38.
Increase the diversity of themes
On a global level, the topics most covered in the blogosphere fall within the "Lifestyle" macro-scope, such as beauty (12%), fashion (10%), food (10%), tourism and travel (10%). Following are blogs that discuss family, technology, and socio-political topics.
But technology is the most widespread theme if we consider Italy with 23% of those who responded to the survey. Followed by fashion blogs with 17% and tourism and travel with 16%. In 2014, however, the main theme in Italy was fashion, followed by travel.
For content development, most bloggers draw from their own personal experiences but 28% used material such as press releases or product samples from communication agencies and press offices. In Italy, the percentage of bloggers who use PR or marketing materials rises to 45%.
Bloggers and companies. For 88% of Italian bloggers, collaboration is positive
73% of bloggers said they were contacted for marketing or PR reasons. One out of three is contacted on a weekly basis, while 19% is contacted on a daily basis. The positive news is that 52% welcome collaboration with public relations agencies and would like more frequent contacts. 7% expressed reservations about being contacted by companies, but the percentage of absolutely opposed is only 2%.
In Italy, the percentage of bloggers contacted for marketing purposes rises to 90%, of which one in three is heard on a daily basis. 88% believe that collaboration with agencies is a positive thing, confirming last year's trend.
In Italy, 73% of bloggers earn from online activity
When asked "What are the goals you set for yourself through your blog", the blogosphere agrees that you write to share experiences and information, for fun and for professional development. 48% of bloggers say they make money. In Italy this percentage even rises to 72,9% and 62% earns from advertising revenues. Other sources of income are attending events or receiving products. In 2014, only 46% claimed to earn from blogging.
Facebook and Instagram are the most used social networks
In the world, 67% of bloggers use Facebook to promote their blog, followed by Instagram (50%) and Twitter (45%). In Italy, on the other hand, Facebook and Twitter are used by over 92% of bloggers, while Instagram is fourth, also overtaken in its use by Google+.
Research methodology
The Observatory involved 2.134 bloggers in China, Estonia, Finland, Germany, Northern Ireland, Italy, Malaysia, Holland, Czech Republic, Republic of Ireland, Slovenia, Spain, USA, interviewed at the end of 2015 directly by the group's communication agencies iprex. In Italy, the panel consisted of 150 bloggers and the survey was curated by Imageware.
Iprex is an international network of independent communication agencies, made up of over 1.800 specialists and experts working in more than 115 offices worldwide.
