BlogSweden 4 – a survey of more than 1,000 bloggers

Here is the translation of the results from my fourth annual blog survey, BlogSweden 4, possibly the longest running annual blog survey in the world.

A total of 1,500 blog readers responded to an online survey in February 2009. Out of these respondents, 1,065 had at least one blog and the results of their responses are included in this presentation. According to the survey, young women continue to dominate the Swedish blogosphere.

The typical Swedish blogger in the survey is:
• female
• 16 – 20 years old
• reads 6 – 10 blogs daily
• spends 6 – 10 hours per week reading blogs
• often read blogs in the evening (6PM to 12 PM)
• likes to read blogs about everyday life experiences
• reads blogs to be entertained
• has clicked on an ad on a blog
• is a member of one or more social networks in order to stay in touch with friends
• has during the last 12 months shared a negative AND a positive experience online about a company, product or service
• does not publish on a mirco blog
• does not think that social media such as blogs, micro blogs and social networks will influence what party she will vote for in the next election
• blogs because she likes to write
• updates her blog every day
• does not mind being contacted by businesses in her role as a blogger
• is not anonymous
• does not have ads

BlogSweden 4

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The most popular topics continue to be everyday life experiences and fashion & design. Many respondents also say they mostly read friends blogs.

Female bloggers read:
• Fashion and design 60.0%
• Every day life experiences 58.2%
• Phot and art 48.6%

Male bloggers read:
• IT and blogging 63.7%
• Journalism and media 56.8%
• Politics and society 50.0%

More graphs and links will be added shortly. Previous reports can be found in the right sidebar.

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State of the blogosphere – with a Swedish twist

Technorati has just released its latest State of the Blogosphere 2008 report. Technorati now tracks 133 million blogs, but only 1.5 million of those blogs were updated during the last 7 days.

state of the blogosphere

Here are some of the findings, with comments about the Swedish blogosphere as a comparison (from the BlogSweden 3 survey).

– 66% of the bloggers are male. 73% of European bloggers are male. (Swe: 76% are female)
– 50% are 18-34 years (Swe: 55% are 16-25 years)
– Female bloggers: only 9% are 18-24 years (Swe: a large portion, don’t have exact figures right now, are 16-20 years)
– Female bloggers: topics are more likely to be personal. 66% blog about personal musings (Swe: female blog readers like to read blogs about fasion and design (53%) and everyday life experiences (52%)).
– Women blog to stay connected and to make connections. (Swe: Female bloggers blog to a higher extent than male bloggers to get in touch with others and to stay in touch with friends and family)

Personal/lifestyle most popular blog topic.

technorati topics

Sweden: the most popular blog topics to read is “everyday life experiences”.


Self expression and sharing expertise are the top reasons for blogging.
technorati why blog

Sweden: self expression (I like to write) most popular reason to blog.

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Sweden’s Minister for Trade brought down by blogger

“Den dagen bloggar fäller en riksdagsledamot eller minister är bloggen etablerad”. Johan Norberg, Bloggforum 2004.

“The day blogs bring down a member of the parliament (Riksdag) or a Minister, then the blog has become established”. Johan Norberg, Bloggforum 2004.

That day is today. Sweden’s new Minister for Trade, Maria Borelius, today resigned, after a series of negative articles that took off after a blogger, Magnus Ljungkvist, revealed some startling facts about her and her husband’s income during the 90’s. Borelius only lasted a record short period of 8 days as Minister.

Background to the story here and for example here.

Update: Aftonbladet gives Magnus the recognition he deserves. Expressen still pretend it’s their gig.

Magnus Ljungkvist blogg