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comScore Study Dissects Blogosphere, Finds Ad Audience

That blog visitors "are disproportionately likely to be affluent, young and broadband-enabled" - and therefore a demographically appealing target for advertisers - is one of the major findings of a pioneering study of the blogosphere issued yesterday by comScore Networks. Visitors to blogs are 11 percent more likely to have annual incomes greater than $75,000, 30 percent more likely to live in households in which the head of household is 18-34 years old, and 11 percent more likely to have broadband access to the web, according to the report, "Behaviors of the Blogosphere: Understanding the Scale, Composition and Activities of Weblog Audiences."

The study also ranks the top 25 blogs by both number of visitors and number of visits (in both categories, the top six are the same, though not in the same order); and it provides "blog share" by blog category.

Other major findings are that blog visitors spend more time and money online, blogs now reach 50 million people in the U.S., and the top blog hosts are as large as mainstream media sites.

Additional key findings:

- Blogs had 50 million U.S.visitors in 1Q05 - or some 30 percent of U.S. internet users.

- Political/news blogs are the most popular, followed by lifestyle, tech, and woman-authored blogs.

- Blog readers visit nearly twice as many web pages, on average, and are much more likely to shop online.

Some background on the study:

- Business Blog Consulting
- Nick Denton's blog

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