Thanks to the 17,159 blog readers who responded to our survey!

This survey shows that blog readers are older and more affluent than most optimistic guestimates: 61% of blog readers responding to the survey are over 30, and 75% make more than $45,000 a year.

Moreover, blog readers are more cyber-active than I'd hoped: 54% of their news consumption is online. 21% are themselves bloggers and 46% describe themselves as opinion makers. And, in the last six months:

Blog readers are media-mavens: 21% subscribe to the New Yorker magazine, 15% to the Economist, 15% to Newsweek and 14% to the Atlantic Monthly.

They are also far more male -- 79%! -- than I expected, versus 56% of NYTimes.com's readers.

To be clear, the survey's responses are a fragment of a sample of a subset. There are millions of bloggers. On Monday morning, I e-mailed roughly 50 of them -- some of the biggest bloggers, many of whom focus on politics and/or sell blogads -- suggesting they link to they survey. I explained that the survey would "boost both public appreciation of blogging?AND?your revenues." Some of the bloggers I wrote to (and some I didn't) linked to the survey; some of their readers clicked; some were offended by questions written mostly for Americans; some aspiring respondents were unable to complete Surveymonkey's sometimes buggy forms. So wield a salt shaker as you munch on this data.

But remember also that the blogosphere is all about biases and conversations and boot-strapping and not waiting for some patron -- a newspaper editor or university dean or foundation officer or venture capitalist or government agent -- to tell you something but figuring it out yourself, and, finally, about sharing fragments of imperfect data with peers to arrive at some useful collective knowledge.

As Trent Lott and Howell Raines unhappily learned, the blogosphere's numerous voices can amplify ideas that are too complex or contrary for traditional organizations to articulate.

I'm sure you'll find some new ideas in the following summary of these 17,159 responses. More factoids and trends will emerge next week as we parse the blog-by-blog demographics and distribute them to each respective blogger who linked to the survey. Even more will emerge as we run filters like "Democrats versus Republicans," or others you suggest by e-mail or in the comments below.

I've spent two years helping bloggers sell advertising to everybody from Blackmask E-books , our first advertiser, to Roadrunner broadband to John Kerry to ActforLove Personals to, yesterday, Minnesota State Rep. Lynn Wardlow. I've had a hunch that blog readers are a special audience. Now we have hard evidence.

Whether on the left or right, blog readers have traits in common that often are absent in today's public spaces: passion and initiative. Sharing these traits, blog readers of all political stripes seem more alike than different.

Likewise, blog readers are united in their apathy about traditional news sources: 82% of blog readers say that television is worthless or only somewhat useful as a source of news and opinion. 55% percent say the same about print newspapers. 54% say the same about print magazines.

Meanwhile, 86% say that blogs are either useful or extremely useful as sources of news or opinion. 80% say they read blogs for news they can't find elsewhere. 78% read because the perspective is better. 66% value the faster news. 61% say that blogs are more honest. Divided on so much else, blog readers appear united in their dissatisfaction with conventional media and their rabid love of blogs.

What conclusion do I draw from this week's effort to articulate the demographics of blog readers... as women or men, lawyers or programmers, Californians or Floridians, Republicans or Democrats?

I conclude that blog readers are, themselves, a distinct and important new demographic cohort: blog readers.

Thanks to the bloggers and blog readers who powered this survey. Have fun with the today's data and what will follow soon.

Henry Copeland May 21, 2004

Update: Here are some survey slices: women, men, Greens, Libertarians, Independents, Republicans, and Democrats.

Blog reader survey May 17-19, 2004

1. Age?
  Response Percent Response Total
    <14
 0.1% 23
    14-18
1.3% 231
    19-24
 10.3% 1759
    25-30
 16.8% 2872
    31-40
 29.4% 5040
    41-50
 23.1% 3957
    51-60
 14.1% 2421
    61-70
 3.9% 673
    71+
 1% 170
Total Respondents   17146
(skipped this question)   13
2. Sex
  Response Percent Response Total
    Male
 79.1% 13557
    Female
 20.9% 3589
Total Respondents   17146
(skipped this question)   13
3. Annual family income:
  Response Percent Response Total
    0-$10,000
2.7% 450
    $10-$20,000
 4.2% 685
    $20-30,000
 6.6% 1088
    $30-$45,000
 11.4% 1867
    $45-$60,000
 13.7% 2250
    $60-$90,000
 21.6% 3539
    $90-$120,000
 16.7% 2742
    $120-$150,000
 8.5% 1400
    $150-$200,000
 7% 1144
    $200-$300,000
 4.1% 672
    $300-$500,000
 1.8% 303
    >$500,000
 1.5% 254
Total Respondents   16394
(skipped this question)   765
4. Job title:
  Response Percent Response Total
    Accountant/auditor
 1.4% 234
    Admin Assistant
 2.1% 359
    Analyst
 3.1% 540
    Artist/musician/entertainer
 1.6% 274
    Architect
 0.5% 80
    Associate
 0.9% 152
    Broker/trader/adviser
 0.9% 157
    CEO/Chairman/President
 1.7% 294
    CFO,COO,CTO,CIO
 0.8% 131
    Clergy
 0.3% 51
    Clerical worker
 0.8% 132
    Computer professional
 11% 1880
    Consultant
 3.4% 591
    Director
 2.2% 385
    Doctor
 1.1% 189
    Educator
 5.2% 890
    Engineer
 5.5% 949
    Entrepreneur
 1.7% 285
    Government official
 1.4% 237
    Health care worker (other than Dr.)
 1% 169
    Homemaker
 1.9% 322
    Lawyer/Judge
 5.5% 947
    Manager
 4.3% 742
    Military officer
 0.5% 90
    Partner/principal/owner
 1.5% 265
    Researcher
 2.3% 398
    Sales
 2% 348
    Skilled labor
 1% 163
    Scientist
 2.1% 360
    Service provider
 0.7% 114
    Student
 9.6% 1645
    Supervisor
 0.7% 124
    Technician
 1.6% 278
    Vice President
 1.1% 194
    Writer/editor
 5.4% 918
    Retired
 3.9% 669
    Other (please specify)
 9.3% 1589
Total Respondents   17145
(skipped this question)   13
5. Industry:
  Response Percent Response Total
    Accounting
 0.8% 121
    Agriculture
 0.6% 91
    Architecture, Design
 1.2% 190
    Arts, Entertainment
 4.4% 691
    Computers, Software, Tech
 13.7% 2177
    Construction
 1.5% 239
    Consulting
 3.5% 557
    Education
 14.7% 2329
    Engineering
 3.5% 549
    Finance, Banking, Brokerage
 5.2% 823
    Government, Diplomacy
 6.2% 980
    Health care
 4.8% 768
    Homemaker
 1.1% 171
    Import, Export, Trade
 0.3% 54
    Information Management/Library
 1.3% 207
    Insurance
 1.5% 234
    Legal
7.5% 1187
    Manufacturing
 3.5% 548
    MarCom, Advertising, PR
 2.2% 343
    Media
 5.2% 820
    Military
 1.4% 220
    Non-profit/Associations
 3.1% 496
    Pharmaceuticals
 1% 154
    Real-estate
 1.3% 211
    Recruiting/HR
 0.2% 31
    Religious
 0.5% 74
    Retired
 1.3% 206
    R&D
 1.6% 259
    Retail
2% 314
    Social Services
 0.6% 100
    Telecommunications
 2.1% 329
    Transport
 1.2% 193
    Travel, Hospitality
 0.9% 146
    Wholesale
 0.4% 67
Total Respondents   15879
(skipped this question)   1280
6. Friends would describe you as:
  Response Percent Response Total
    One of the guys/gals
 25.1% 4118
    An opinion maker
 43.4% 7117
    A lone wolf
 31.5% 5162
Total Respondents   16397
(skipped this question)   762
7. Politically, you are:
  Response Percent Response Total
    Apolitical
 1.8% 305
    Democrat
 40.2% 6742
    Republican
 22.6% 3794
    Libertarian
 11.3% 1902
    Independent
 20.2% 3388
    Green
 3.9% 656
Total Respondents   16787
(skipped this question)   372
8. Country of residence:
  Response Percent Response Total
    US
 91.4% 15451
    Canada
 3% 513
    Mexico
 0.2% 35
    United Kingdom
 1.6% 265
    Brazil
 0.3% 49
    Germany
 0.4% 61
    France
 0.3% 49
    Spain
 0.1% 18
    Italy
 0.1% 10
    Other (please specify)
 2.6% 445
Total Respondents   16896
(skipped this question)   263
9. State of residence:
  Response Percent Response Total
    AL
0.7% 107
    AK
0.2% 37
    AZ
1.6% 261
    AR
0.3% 56
    CA
14.8% 2411
    CO
2.2% 355
    CT
1.4% 226
    DE
0.3% 51
    DC
2.1% 338
    FL
2.9% 476
    GA
2.4% 386
    GU
0% 4
    HI
0.4% 58
    ID
0.2% 40
    IL
4.8% 775
    IN
1.2% 198
    IA
0.8% 127
    KS
0.6% 105
    KY
0.8% 128
    LA
0.8% 132
    ME
0.4% 72
    MD
2.4% 399
    MA
4.5% 740
    MI
2.2% 360
    MN
2.5% 408
    MS
0.3% 52
    MO
1.5% 237
    MT
0.2% 38
    NE
0.3% 54
    NV
0.4% 61
    NH
0.6% 94
    NJ
2.7% 440
    NM
0.5% 84
    NY
8% 1310
    NC
2.3% 369
    ND
0.1% 24
    OH
2.7% 442
    OK
0.6% 105
    OR
2% 327
    PA
3.2% 525
    PR
0.1% 13
    RI
0.4% 67
    SC
0.7% 107
    SD
0.1% 19
    TN
1.6% 268
    TX
6.1% 1002
    UT
0.5% 81
    VT
0.4% 69
    VA
3.7% 595
    WA
3.9% 634
    WV
0.3% 46
    WI
1.6% 263
    WY
0.1% 24
    Non-US
 4.3% 699
Total Respondents   16299
(skipped this question)   860
10. In the last 6 months, how much money have you spent online in each of the following categories?
 Spending range
0 $1-$19 $20-$49 $50-$99 $100-$199 $200-$499 $500-$999 $1000-$1499 $1500-$2499 $2500-$4999 $5000+ Response Total
Contributed to a cause/campaign
37% (5560) 3% (471) 10% (1531) 12% (1885) 15% (2287) 12% (1851) 6% (845) 2% (291) 1% (190) 1% (116) 1% (80) 15107
Software
42% (6166) 3% (370) 11% (1592) 15% (2160) 14% (2058) 9% (1380) 4% (549) 2% (223) 0% (58) 0% (38) 0% (54) 14648
Music
36% (5326) 7% (1021) 18% (2747) 17% (2554) 13% (1891) 6% (945) 2% (269) 0% (47) 0% (21) 0% (10) 0% (19) 14850
Books
14% (2273) 3% (410) 13% (2099) 20% (3131) 23% (3699) 19% (2945) 6% (887) 1% (231) 1% (87) 0% (32) 0% (20) 15814
Plane tickets
37% (5571) 0% (11) 0% (13) 0% (43) 2% (378) 16% (2440) 20% (2971) 11% (1699) 7% (1043) 4% (635) 2% (333) 15137
Computer
53% (7672) 1% (124) 3% (377) 5% (693) 7% (1017) 7% (1017) 7% (1016) 6% (910) 6% (902) 4% (542) 1% (196) 14466
Consumer electronics
49% (7122) 1% (154) 4% (563) 8% (1147) 11% (1540) 14% (1963) 8% (1125) 3% (416) 1% (184) 1% (117) 1% (73) 14404
Subscription to a publication
47% (6871) 7% (987) 21% (3030) 15% (2108) 7% (1042) 3% (365) 0% (68) 0% (25) 0% (9) 0% (4) 0% (13) 14522
Total Respondents   16435
(skipped this question)   724
11. Magazines you subscribe to:
  Response Percent Response Total
  New Yorker
 20.6% 2374
  The Nation
 9.3% 1075
  Mother Jones
 6.7% 768
  Rolling Stone
 4.3% 492
  Atlantic Monthly
 13.7% 1586
  National Review
 10% 1159
  The New Republic
 7.2% 831
  The American Prospect
 4.4% 512
  The Washington Monthly
 3.6% 411
  Reason Magazine
 5% 574
  The Week
 1.4% 167
  National Geographic
 14.4% 1657
  Forbes
 4.6% 527
  Fortune
 3.4% 394
  Harpers
 9.6% 1111
  The Weekly Standard
 5.4% 624
  The New York Review of Books
 5.7% 657
  Time
 11.3% 1300
  Newsweek
 14.8% 1713
  US News & World Reports
 8.1% 939
  Business Week
 4% 467
  Sports Illustrated
 8.1% 938
  People
 2% 226
  The Economist
 15.4% 1780
  Other (please specify)
 49.9% 5758
Total Respondents   11546
(skipped this question)   5613
12. What % of your news comes from:
  Response Total Response Average
    Television
 178741 12.74
    Radio
 190134 14.64
    Print newspapers
 213146 16.47
    Print magazines
 110292 10.26
    Internet sources
 851296 54.05
    Word-of-mouth
 39191 4.79
Total Respondents   15828
(skipped this question)   1331
13. Please rate how well the following media provide you with news and opinion:
 Menu 1
NA Worthless Somewhat useful Useful Extremely useful Response Total
Television
4% (662) 37% (5975) 45% (7221) 12% (1979) 2% (324) 16161
Radio
10% (1635) 13% (2162) 39% (6357) 28% (4545) 9% (1462) 16161
Newspapers (print)
8% (1253) 14% (2295) 41% (6544) 29% (4636) 9% (1423) 16151
Newspapers (online)
5% (770) 3% (553) 31% (5003) 39% (6249) 22% (3576) 16151
Magazines (print)
12% (1927) 12% (1996) 42% (6744) 28% (4459) 6% (1025) 16151
Magazines (online)
12% (1935) 5% (878) 36% (5790) 35% (5644) 12% (1904) 16151
Blogs
1% (148) 1% (202) 11% (1837) 31% (5084) 55% (8880) 16151
Forums
38% (6128) 19% (2990) 28% (4502) 12% (1871) 4% (660) 16151
Total Respondents   16161
(skipped this question)   998
14. How many blogs do you read daily?
  Response Percent Response Total
    1
 3.8% 601
    2
 6.3% 997
    3
 9.8% 1559
    4
 9.4% 1501
    5
 15.9% 2543
    6
 8.6% 1375
    7
 4.4% 697
    8
 4.6% 737
    9
 1% 164
    10
 11.6% 1848
    11-15
 13.3% 2125
    16-25
 6.9% 1097
    26-50
 2.9% 464
    51-100
 0.9% 140
    101-200
 0.4% 57
    200+
 0.3% 45
Total Respondents   15950
(skipped this question)   1209
15. In an average week, roughly how many hours do you spend reading blogs?
  Response Percent Response Total
    0
 0.7% 114
    1
2.4% 389
    2
5.3% 849
    3
 5.3% 850
    4
 5.3% 849
    5
 9% 1452
    6
 4.6% 737
    7
 6.9% 1107
    8
 5.3% 849
    9
 1.4% 231
    10
 18.3% 2955
    11
 0.5% 87
    12
 4.7% 763
    13
 0.4% 62
    14
 5.5% 894
    15
 7.2% 1156
    16
 1.1% 177
    17
 0.3% 42
    18
 1.5% 235
    19-24
 9.6% 1555
    24-30
 2.7% 443
    30-36
 0.8% 131
    36+
 1.4% 233
Total Respondents   16160
(skipped this question)   999
16. Do you have your own blog?
  Response Percent Response Total
    Yes
 20.9% 3288
    No
 79.1% 12432
Total Respondents   15720
(skipped this question)   1439
17. I read blogs for:
  Response Percent Response Total
  Faster news
 65.9% 10504
  Latest trends
 35% 5587
  Transparent biases
 50.3% 8023
  Better perspective
 77.9% 12421
  More personality
 47% 7493
  More honesty
 61.4% 9788
  News I can't find elsewhere
 79.7% 12713
  Other (please specify)
 14% 2241
Total Respondents   15951
(skipped this question)   1208
18. What blogs do you read and how often? (We're studying overlap among blog readerships. Mostly blogs averaging >50,000 visits/week. Order randomized.)
 Menu 1
Twice daily or more Daily Weekly Monthly Rarely Never Response Total
AndrewSullivan
7% (743) 20% (2030) 19% (1934) 11% (1128) 20% (2066) 23% (2338) 10239
Talkingpointsmemo
26% (2720) 24% (2481) 11% (1140) 6% (567) 10% (1042) 23% (2334) 10284
Iwantmedia
0% (8) 1% (49) 1% (47) 1% (53) 4% (274) 94% (6527) 6958
Billmon
10% (878) 16% (1400) 12% (1036) 5% (432) 9% (762) 48% (4126) 8634
Scriptingnews
1% (44) 2% (118) 2% (131) 1% (100) 7% (500) 87% (6164) 7057
Maxspeak
1% (87) 4% (331) 9% (700) 6% (430) 13% (973) 66% (4962) 7483
CrookedTimber
2% (120) 5% (395) 11% (837) 8% (603) 16% (1234) 58% (4356) 7545
Volokh
4% (350) 12% (1024) 20% (1753) 11% (991) 17% (1486) 37% (3226) 8830
Hit&Run
2% (174) 4% (270) 5% (364) 3% (227) 7% (526) 79% (5711) 7272
Poynter
1% (106) 5% (371) 5% (383) 4% (323) 10% (758) 74% (5385) 7326
Instapundit
29% (3187) 18% (1899) 10% (1120) 6% (609) 16% (1745) 21% (2272) 10832
Littlegreenfootballs
15% (1453) 12% (1170) 11% (997) 7% (657) 14% (1335) 41% (3825) 9437
Boingboing
4% (318) 6% (477) 5% (369) 5% (349) 13% (952) 67% (5038) 7503
Gawker
2% (142) 4% (270) 5% (369) 4% (262) 12% (866) 74% (5385) 7294
DrudgeRetort (Not Matt!)
1% (49) 2% (117) 3% (212) 2% (180) 10% (723) 82% (5972) 7253
ObscureStore
0% (35) 2% (128) 2% (125) 1% (98) 4% (309) 90% (6305) 7000
Gizmodo
2% (122) 4% (303) 5% (337) 4% (306) 11% (788) 75% (5447) 7303
DrudgeReport
21% (2244) 18% (1940) 13% (1347) 7% (794) 22% (2313) 19% (2052) 10690
JamesLileks
1% (81) 25% (2222) 16% (1421) 7% (593) 10% (938) 42% (3736) 8991
Talkleft
2% (176) 7% (544) 12% (898) 9% (679) 16% (1286) 54% (4217) 7800
TheAgonist
7% (585) 7% (567) 6% (485) 5% (432) 15% (1190) 59% (4627) 7886
JuanCole
5% (400) 15% (1285) 16% (1354) 7% (615) 12% (996) 46% (3995) 8645
PoliticalAnimal
17% (1352) 14% (1174) 6% (456) 2% (172) 7% (550) 54% (4429) 8133
RealClearPolitics
3% (233) 11% (893) 8% (648) 5% (375) 10% (832) 63% (4995) 7976
PoliticalWire
6% (479) 8% (576) 6% (439) 4% (275) 11% (839) 66% (5066) 7674
Wonkette
6% (497) 12% (1037) 20% (1780) 11% (1031) 23% (2083) 28% (2561) 8989
DailyKos
27% (2896) 21% (2217) 12% (1304) 5% (542) 11% (1155) 23% (2423) 10537
Atrios
38% (3904) 18% (1849) 6% (648) 4% (359) 9% (890) 25% (2606) 10256
Politics1
2% (151) 3% (230) 2% (123) 2% (109) 5% (327) 87% (6209) 7149
TimBlair
3% (222) 10% (767) 11% (848) 6% (470) 9% (714) 61% (4754) 7775
SmallVictory
3% (194) 5% (399) 10% (733) 7% (548) 11% (794) 64% (4828) 7496
Blogcritics
0% (15) 1% (52) 2% (143) 3% (219) 11% (781) 83% (5717) 6927
Allahisinthehouse
3% (202) 7% (550) 9% (682) 5% (398) 8% (588) 68% (5163) 7583
Rightwingnews
1% (91) 6% (427) 9% (652) 6% (439) 11% (850) 68% (5123) 7582
Pandagon
7% (511) 10% (755) 12% (903) 6% (463) 11% (895) 55% (4276) 7803
MatthewYglesias
5% (373) 11% (916) 17% (1405) 10% (789) 18% (1491) 40% (3271) 8245
RogerLSimon
3% (256) 11% (883) 14% (1155) 5% (413) 9% (741) 57% (4568) 8016
Tapped
4% (298) 11% (899) 13% (1023) 7% (556) 12% (966) 52% (4096) 7838
TheAgitator
1% (85) 2% (111) 2% (159) 2% (142) 8% (592) 84% (5932) 7021
OliverWillis
1% (72) 4% (259) 6% (472) 6% (417) 15% (1084) 68% (4967) 7271
Wizbang
1% (41) 1% (104) 3% (231) 3% (187) 8% (537) 84% (5866) 6966
HughHewitt
2% (165) 9% (723) 11% (833) 6% (462) 10% (777) 62% (4910) 7870
CommandPost
4% (281) 9% (720) 14% (1114) 8% (598) 9% (737) 57% (4520) 7970
Total Respondents   15190
(skipped this question)   1969
19. Your favorite blog:
 Total Respondents  
 14708
(skipped this question)   2451
20. Have you clicked on a blog ad?
  Response Percent Response Total
    Yes
 66.7% 10161
    No
 22.4% 3412
    Can't recall
 10.9% 1661
Total Respondents   15234
(skipped this question)   1925
21. Which of the following have you done because you clicked a blogad?
  Response Percent Response Total
  changed opinion
 7.4% 871
  discussed ad with others
 16.4% 1925
  forwarded link to others
 22.8% 2681
  contacted advertiser
 10.3% 1211
  recommended product/service
 9.4% 1103
  purchased product/service
 22.3% 2624
  donated money
39.4% 4636
  volunteered
 6.9% 807
  joined mailing list
 22.7% 2665
  none of these
 35.1% 4129
Total Respondents   11763
(skipped this question)   5396
22. Referring blog:
 Total Respondents  
 13214
(skipped this question)   3945

For bloggers who linked to the survey, we aim to supply breakouts of your specific reader demographics sometime next week. And in the weeks following, we'll slice reader demographics in other ways. If you are interested in learning more or making suggestions, please send an e-mail to survey@blogads.com or feel free to comment below.




Aggregate data is published under the Creative Commons Attribution License by Pressflex LLC.