Tots100 2012 Parent Blogger Benchmark Study
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UK Parent Blogger Benchmark Survey 2012
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An Influential Community 21% of UK women read parenting blogs weekly 50% of bloggers have made a purchase because of a blog recommendation Tots100 bloggers have a weekly audience of 500,000 readers 4,000+ active UK parent blogs
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Who are Parent Bloggers? 97% of parent blogs are written by women 90% are married 75% have 1 or 2 children 57% aged 30-40
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The Digital Parent 98% of Mum bloggers use Twitter and Facebook 90% use a smartphone 34% also own an iPad 89% go online daily
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More Than Just a Mum
Virtually all parent blogs cover topics other than parenting, including:
Travel/Days Out (57%)
Cookery/Food (51%) Shopping (47%) TV/books (41%)
Crafts (41%)
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Why do parents blog? 82% of Mum bloggers started blogging as a creative outlet 72% say they blog to capture family memories
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Blogging is Oh-So Social 50% of Mum bloggers have met other local bloggers 45% have attended a PR or brand event 30% have attended a blog conference or workshop
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Blogging for Fun 75% of Mum bloggers say blogging makes them happier 50% say blogging offers vital emotional support 30% say blogging makes them better informed
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Savvy Shoppers
93% of Mum bloggers research online before making important purchases 50% have made a purchase based on a blog recommendation
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PR Friendly 82% of bloggers welcome contact from brands and PRs 75% received free products in 2012
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PR Friendly
Bloggers are interested in:
Reviews (92%) Events (77%)
Paid Posts (69%)
Less than half are interested in press releases and product info
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Changing Landscape The number of blogs accepting paid links fell from 49% in 2011 to 20% in 2012 75% of blogs have made no changes to their site in light of EU Cookie Regulations
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Thorny Issues 90% of Mum bloggers think disclosure is important A third have been asked by a brand NOT to disclose a payment
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The PR Conundrum Many brands are targeting the same small number of bloggers. 50% of blogs receive one or fewer PR pitches per week 7% of blogs receive more than 25 per week
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What we Do
Tots100 is a network of 4,000+ active UK parent blogs
We work with brands to devise
and deliver blogger outreach that gets parents talking
Tots100Ads is a new ad network
for UK parent blogs, from Tots100
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www.tots100.co.uk
@tots100