BlogHer blog readers: Loyal, vocal, highly educated...and shopping online

BlogHer's Spring 2006 demographic survey results illustrate why wired women are the hottest demographic for online advertisers.

BlogHer Inc. launched of the BlogHer Advertising Network in Spring 2006, going to market with an initial group of more than two dozen parenting bloggers that has since grown to more than 1,200 bloggers. BlogHer conducted a demographic survey in Spring 2006 on many of these participating blogs by women and compiled the following results from nearly 3,000 blog readers who responded:

BlogHer Parenting Network readers are loyal

77% of the Network's readers visit the blogs at least weekly, and two thirds of those visit daily.

93% of the Network's readers are "certain to return" to the sites

BlogHer Parenting Network readers are the optimal audience for advertisers, when it comes to age, income and education

94% are female.

94% have a greater-than-high school education.

64% are between the ages of 28 and 40.

64% make more than $50K per year.

70% are married, and 50% have children still living at home.

BlogHer Parenting Network readers spend money online

49% have spent over $100 online on plane tickets in the last 6 months.

39% have spent over $100 online on clothes in the last 6 months.

33% have spent over $100 online on books in the last 6 months.

22% have spent over $100 online on consumer electronics in the last 6 months.

19% have spent over $100 online on computers in the last 6 months.

16% have spent over $100 online on toys in the last 6 months.

16% have spent over $100 online on home and garden supplies in the last 6 months.

Perhaps most significantly:

53% of BlogHer Parenting Network readers have their own blogs with which to publish and amplify their recommendations and referrals.

Results as of May 5, 2006 with 2,931 survey responses.

Interested? BlogHer's Founders can help.

For more information about BlogHer's demographic surveys, please email Elisa Camahort at elisa (at) blogher (dot) org.

Photo: Elisa Camahort, Co-Founder and Chief Operating Officer

Previous BlogHer Campaigns

1. Company type: Consumer product company

Campaign Objective: To raise word-of-mouth awareness if a new product in a targeted environment of influentials

Solution: A sponsored survey, featuring a hot health and wellness topic among the BlogHer community, integrating editorial questions with three questions by the advertiser. Survey was built to capture open-ended answers and allow sharing of results with all respondents. Advertiser included links at the end of the survey providing opt-in for product samples. Survey promoted on BlogHer.org and on parenting network. Tie-in with sponsorship of BlogHer conference included samples of the product in all attendee tote bags and onsite.

Results: Half of the readers who clicked through completed the survey. And 16 percent of those who completed surveys ordered product samples.

2. Company type: Media company

Campaign Objective: To raise word-of-mouth buzz behind a new release by inviting influentials in a target market to a special event

Solution: A banner campaign with landing page capturing data for users who wanted to reference events in their area

3. Company type: Consumer product company

Campaign Objective: To build a media platform where women could talk about personal issues related to relationships and sexuality, then build awareness of this platform

Solution: BlogHer galvanized blog marketing consultants in the BlogHer community to work with Company’s marketing team on a concept and build the blog. BlogHer searched and recruited qualified writers to blog for the site. When the site launched, BlogHer drove traffic to the site from BlogHer.org and its ad network, raising awareness of the blog and the new brand. Tie-in with sponsorship of BlogHer conference included samples of the product in all attendee tote bags and onsite.