Guest post: Australian bloggers are younger, wealthier and more popular

Jacki James Life 33 Comments

For most people statistics are just boring old numbers. But for geeks like me, the numbers paint a picture. The picture I’m painting today is that of the blogging landscape, or more specifically a portrait of an Australian blogger versus bloggers globally.

I’ve compared global data from the 2010 Technorati State of the Blogosphere Report, with the results of the 2011 Nuffnang Australian Bloggers survey, and found that Australian bloggers are younger, wealthier and more popular than our global counterparts. Let me explain…

Beauty Bloggers at the Australian Beauty Blogger Weekend 2011. Image: Liz Giacco*

Beauty Bloggers at the Australian Beauty Blogger Weekend 2011. Image: Liz Giacco*

Younger

When it comes to age we are younger by a long shot. Globally 36% of bloggers are aged 45 years or older, compared to only 8% of Australian bloggers. We’re also younger in terms of our blogging experience with 95% of the global blogging population have been blogging for at least a year, only 74% of the Australian blogging population have 12 months experience or more. We’ve got more newbie bloggers down under.

Wealthier

The Aussie dollar has been close to parity with the USD for some months now, but we’re certainly not on par when it comes to household income. We are well ahead with 61% of Australian bloggers reporting a household income of $75,000+ compared to only 33% of bloggers globally. Looking at household incomes of $100,000+ we win again with 44% of Australians trumping 25% of global bloggers. Yes indeed we are the land of plenty.

More popular

We might be small population wise, but proportionately on a traffic basis, our blogs have clout.  Let me step you through my rationale.

Overall Australians are the most prolific social media users in the world spending more time per person visiting social networks and blogs each month than any other internet-metered country (according to Nielsen).

Traffic to Facebook in the US is 3-times the audience of #2 site Blogger, and almost twice the traffic of Blogger and WordPress combined. The gap between Facebook and Blogger in Australia is smaller (2.5x) and when you combine Blogger and WordPress, Facebook is only 1.75x bigger.

In Australia, Blogger and WordPress.com sites are more popular than Twitter. In the US, Twitter gets more traffic than WordPress.

According to the Sensis Social Media Report, 63% of all online Australians read online reviews or blogs. Australians read an average of 6 blogs before making a purchase decision.

So in a nutshell, Australians consume more social media than anyone else, and our propensity to engage with blogs is also higher than the rest of the world.

But wait there’s more…

So there you have it – statistical proof that Australian bloggers are younger, wealthier and more popular than our global counterparts. What if I told you that the ratio of women blogging in Australia is more than double that at a global level? While males dominate the blogosphere globally, it is the polar opposite down under; females represent 88% of the Australian blogging population, but only 37% globally. It’s girl power leading the way in Australia!

Technorati is due to release the 2011 State of the Blogosphere Report early next month and I’ll cast my eye over the fresh set of numbers to see if much has changed.

In the meantime I’d love to hear from you. Do these results surprise you? Does your experience with the blogging community paint a different picture?

Jacki James has forged a career in digital marketing spanning 14 years, working with some of Australia’s leading brands including Toyota, Qantas, Telstra, TAB  and Hoyts Cinemas. Jacki is currently a strategic planner with Zuni where she specialises in social media strategies, and occasionally moonlights as a lecturer at ADMA, teaching students the ins and outs of the digital marketing landscape. She obsessively collects communication statistics and willingly confesses to an unnatural love of data. Outside of her career, Jacki is an expert at downplaying shopping sprees to her husband and is living to the mantra “Fabulous by 40” in her quest to set a stylish example for her toddler daughter. Jacki blogs for Zuni at zuni.com.au and you can follow her on Twitter @JackiJames.

 

Editor’s note: Well, I’m feeling very old now and happy to be representing the minority in the Australian blogosphere. I do love a statistic, though. Thanks Jacki – look forward to the update!

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* Image credit:  Liz Giacco for The Australian Beauty Bloggers Weekend, and are not to be reproduced, republished or reused without inclusion of this credit. Images remain the property of The Australian Beauty Bloggers Weekend.

 

Comments 33

  1. I’m impressed, I must say. Actually not often do I encounter a blog
    that’s each educative and entertaining, and let me let you know, you
    might have hit the nail on the head. Your idea is outstanding; the
    difficulty is something that not enough persons are talking
    intelligently about.

  2. the male statistics surprise me, I think mostly because I only fall TWO men bloggers. they probably blog a lot more business type stuff which I miss because that’s not my thing. I’m not surprised that Aussies are more popular globally, but again that’s because at least half the blogs I read regularly if not more are you guys.

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  3. How wonderful to read that post with much interesting info…and then to read comments from people who blog. I am going to lift those age averages tho’. My age is…shhh….61. I began blogging to connect after retiring from teacher & being a school principal. Now, after much water under the blogging bridge, and encouraging fellow bloggers, I am entering the field of blogging as part of a business. My business is education consulting. My target audience is busy parents (mums mostly) with kids either at school or about to start, who need a person to help demystify schools and schooling.
    The on-line world is my way of rejuvenation of self, re-connecting with people, and getting to know people I may never have met without social media. Nikki is indeed one of these..as are the commenters above. I’m off to BlogHer in 2012.
    Now off to follow you on Twitter…wonderful post. Denyse

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  4. I love these stats, I imagine most of us don’t consider ourselves wealthy, but we are comparing ourselves to our local neighbours, not our global ones.

    As for younger…happy to be considered young whether I am or not.

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      Ann, you’re only just out of the “younger” age bracket I mentioned. And as someone with more life experience to call on in their blogs, you can consider yourself part of the elite 8% in Australia.

  5. There is nothing nicer than reading that you belong to a group that is young, wealthy and popular! I always knew that my life in Australia was better than my life in New York (well, sometimes…)

    Very interesting data. I wonder if more technical, and thus possibly male, blogs will begin to start up in Australia in the coming months now that it is socially acceptable? I think there is still a stigma in Australia that blogging equates to gossip over the back fence or swapping recipes and thus is left to the girls. I’ve seen a huge increase in review blogs, which relates to technical blogs, so perhaps the change is coming?

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      I only wish that belonging to this group translated to less grey hairs, more money and invitations to some swanky A-list events!

      Anyone or business who equates blogging to mere gossip is missing out on some real opportunities!! There are big benefits for business blogs. For more info read Data says Yes! 3 reasons why blogging should be your #1 social media priority. In the northern hemisphere your business is in the minority if you don’t blog. A change is long overdue down under!

  6. I confess, I too like a good batch of stats to put some perspective on things. What’s driving the dominance of female bloggers in Australia would make great fodder for a dinner party!

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      My best guess at explaining the difference is that perhaps Australia has a lower proportion of blogs about technology and computers – these are typically male dominated blogosphere topics. We certainly have a much lower ratio of businesses who have a blog, but you would hope that in this day and age that wouldn’t impact the gender balance so much. Perhaps we can encourage our friends at Nuffnang who collate the Australian data to include more questions in their next survey to give us more clues?

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      Glad you enjoyed the post 🙂 I wonder if there is a notable difference in the gender balance & age difference if you attend a conference overseas? Hmmm …. might have to get me to one of those conferences.

      1. I would love to see the difference in attendants to a conference like Blogworld Expo or BlogHer although I’m sure at Blogher there would still be a majority of women! One day it would be lovely to be in attendance of either one!

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      Great isn’t it. And with women being key decision makers in the household I’m still amazed that more Australian businesses are using the blogosphere to a greater extent!

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      Hi Kelley, yes it was actually the difference in gender balance that first caught my eye and made me compare the rest of the data. Will be interesting to note if anything much has changed on a global level in the last 12 months when the new data comes out soon.

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