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Why do parents blog? How do bloggers feel about brands? What should PR agencies know about blog outreach? Find out in the 2012 Parent Blogger Benchmark Study from Tots100, the largest study ever conducted of UK Mum and Dad bloggers. For more information find us at www.tots100.co.uk
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UK Parent Blogger Benchmark Survey 2012
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
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
The Digital Parent 98% of Mum bloggers use Twitter and Facebook 90% use a smartphone 34% also own an iPad 89% go online daily
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%)
Why do parents blog? 82% of Mum bloggers started blogging as a creative outlet 72% say they blog to capture family memories
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
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
Savvy Shoppers
93% of Mum bloggers research online before making important purchases 50% have made a purchase based on a blog recommendation
PR Friendly 82% of bloggers welcome contact from brands and PRs 75% received free products in 2012
PR Friendly
Bloggers are interested in:
Reviews (92%) Events (77%)
Paid Posts (69%)
Less than half are interested in press releases and product info
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
Thorny Issues 90% of Mum bloggers think disclosure is important A third have been asked by a brand NOT to disclose a payment
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
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
www.tots100.co.uk
@tots100
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