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Discover Your Audience

Jun 1, 2007
by Alfred Branch, Jr.

It is not enough to decide to create a blog: a business must also determine who its audience will be and where to find them.

According to its most recent statistics, Technorati.com, the authority on blogging, said it was tracking more than 75 million blogs, and more than 175,000 are created each day. These blogs are updated 1.6 million times a day, or 18 per second.

The blogosphere, the nickname for the vast collection of blogs, doubles every six months and has done so for the past three years. While mainstream media websites still command the largest percentage of viewers, more people are now learning about important events and following news stories on blogs. Roughly 13 percent of those seeking news are turning to blogs first, according to Technorati.

Demographic statistics on Internet usage compiled by the Pew Internet & American Life Project claim that 70 percent of all adults in the U.S. use the Internet on a regular basis. Drilling down from that number, the breakout is as follows:

  • By gender, 70 percent of all adult men in the U.S. use the Internet, compared to 69 percent of all adult women.
  • The largest percentage of Internet users is Americans earning more than $75,000 per year. Of those earning between $50,000 and $75,000, 90 percent use the Internet. About 75 percent of those making between $30,000 and $50,000 are regularly on the web, followed by 49 percent of those with incomes of less than $30,000.
  • Proving that Internet usage is largely a generational phenomenon, the age group with the highest Internet users is the 18-29 contingent (83 percent), followed closely by 30-49 (82 percent). The group with the lowest percentage of users is adults over 65, with only 33 percent.
The most common use of the Internet among adults is reading or sending emails (54 percent). That activity is followed by 41 percent claiming they use a search engine to find information, and 31 percent use it to get news.

Only six percent of U.S. adults reported buying something online, while 19 percent said they conducted research on products and/or services before buying. Wholesalecentral.com offers its members statistical information on visitors to a merchant's shopping cart on the site. The site's ease of use helps retailers save time, because it presents all the information they need on a product in a simple, user friendly format that makes purchasing items very easy.

Topic: Business Strategies

Related Articles: marketing 

Article ID: 224

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