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…
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.
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.
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!
* 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.