[presentation] Blogometar15 v3.0

#Blogometar15The first regional research of the blogosphere

2 Blogometar15members of N E T W O R K

About the research #Blogometar15

Research conducted from March 4th to March 30th 2015

Online questionnaire

Bloggers: authors/editors of personal/corporate blogsand blog magazines

Bosnia and Herzegovina, Serbia, Macedonia, Croatia,Slovenia and Montenegro

701 bloggers

Realization

Type of research

Target population

Countries included inthe research

Sample size

Sample type Random sampling


Why the blogosphere?

Bloggers are brands onto themselves.

They produce the largest amount of user content which can be found on the Internet.

Blogging is one of the oldest ways of social connecting on networks.

Blogs are the fastest-growing form of communication in the world.

...and we knew nothing reliableabout the blogosphere of the region…


And now we know that:

There are more female than male bloggers.1.

Most bloggers hold university degrees.2.

Bloggers mostly live in larger cities.3.

Bloggers mostly write under their own name, without hiding their identity.4.

Most bloggers write their blog as a hobby.5.

Female bloggers check the analytics of their blog more frequently during one week than their male colleagues.

6.

Bloggers from Croatia comment and share other bloggers' blogs more frequently than their colleagues from the region.

7.

Macedonian bloggers feel the least amount of freedom to write what they want and most of them believe that freedom of speech on the Internet is endangered.

8.

It is estimated that 13% of bloggers can make a living from blogging.9.

Profile outlineDemographic characteristics


41 %

59 %Female

Male2 %

16 %

25 %

33 %

16 %

6 %

2 %

< 18 18-24 25-30 31-40 41-50 51-60 61+

Every third male/female blogger has a university degree and is between 31 and 40 years old.

59% of women!

1 %

21 %

8 %

19 %

30 %

12 %

6 %

3 %

Elementaryschool

High school Vocationalcollege

University(unfinished)

University(finished)

Master'sstudies

Magisterstudies

Ph.D. studies

Higher education 78%


Cities bloggers live in

BeogradDrugo

Novi SadSarajevo

BanjalukaZagreb

Niš Ljubljana

Bor

Podgorica

Skoplje

Kragujevac

Pančevo

Leskovac

Mostar

Osijek

Smederevo

Sombor

Tuzla

Zrenjanin

Jagodina

Kraljevo

Kruševac

Subotica

Šabac

Zenica

Bijeljina

Brčko

Čačak

Doboj

Kranj

Maribor

Požarevac

Rijeka

Valjevo

Bitolj

Celje

Cetinje

Nikšić

Pirot

Priština

Sisak

Slavonski BrodSplit

Tetovo

Velenje

ZvornikKarlovac

Kumanovo

Novi PazarPljevlja

Prijedor

Prilep

Pula

Užice

Varaždin

Vranje

Zadar


Blogging experience/duration/length

37.7%

14.2%12.9%

9.7%8.8% 8.4%

4.5% 3.9%

Longer than four years Three years Two years One year 1-5 months Four years 6-11 months Shorter than a month

The largest group in our sample consists of blogging veterans.

AND IN THE SEE REGION

Slovenians have the longest blogging experience.

There are most beginners in Montenegro.

Initiation and inspirationWhy do they blog, what makes them tick, what topics do they deal with?

Koliko dugo bloguješ?

12

Only 5% of all bloggers write their blog exclusively because it is their job.

Blog is a hobby to most of them, but also…

4%

31%

5%

60%

Other

Hobby and work

Work

Hobby

Blogometar15members of N E T W O R K


13

…because they wanted to transfer their knowledge, experience and thoughts (52%).

They started writing…

4%

4%

9%

10%

11%

22%

35%

39%

52%

To receive compensation from brands

Running a blog was in my job description from the onset

(I write for a corporate blog)

Other

To make money

I followed the example of some people I know

To become more visible online (online reputation)

For amusement

Because I love writing

Because I wanted to transfer my knowledge, experience and thoughts



14

Female bloggers' motives: love of writing.

Their motives are different

Male bloggers' motives: a desire to transfer knowledge, earnings and visibility.

10%

22%

38%

39%

51%

To make money

To become more visible online (online reputation)

For amusement

Because I love writing

Because I wanted to transfer my knowledge, experience and thoughts


15

The youngest are the most practical ones


23%

9%

12%

8%

7%

3%

8%

3%

5%

5%

1%

Younger than 18

19-24 years old

25-30 years old

31-40 years old

41-50 years old

51-60 years old

60 and older

Because I wanted to earn money

Because I wanted to receive various types of compensation from brands

0% 0%

3%

The entire sample

10%

4%

Format and habitsHow often, how long, when and from where

do bloggers write their blog posts?


Post length and equipment

Less text + more photographs = a format to which most bloggers stick

14%

42%

57%

23%

4%

6%

4%

It includes only text

One visual (a photograph, infographics, chart etc.)

Several photographs

A video

Audio

A list

Other

12%

46%

32%

6%

3%

Up to 100 words(a passage consisting of 7-8 lines)

100 to 500 words (a text up to an A4 page)

500-1500 words

More than 1500 words

Other

How many words does your typical blog post have? Aside from text, your blog post usually includes:


Work demands longer blog posts

60% of bloggers for whom blogging is a job write texts which have 500 words and more.

16%

48%

28%

4%

4%

Up to 100 words

(a passage consisting of 7-8 lines)

100 to 500 words (a text up to an A4 page)

500-1500 words

More than 1500 words

Other

6%

31%

51%

9%

3%

Hobby Work


How much, when, from where do they write?

A quarter of all bloggers publish new posts several times a month,one third writes at night, and almost all write from their homes.

11%

32%

18%

31%

8%

Early morning

During the day

Late afternoon

At night

Other

When do you blog/write posts?

11%

32%

18%

31%

8%

8.5%

87%

3%

At work

At home

At cafes/restaurants

In open areas (park, by the river, public transportation)

Other

0.3%

1.2%

Where do you blog/write posts?

8.5%

87%

0.3%

1.2%

3%

3% 5%

21%

16%

25%

12%

17%

Several times a day Every day

2-4 times a week Once a week

Several times a month Once a month

More seldom than once a month

How often do you blog/publish a post?

3% 5%

21%

25%

17%

16%

12%


They would write more frequently, but…

Men are, twice as much as women, demotivated by the lack of response to what they write.

58%

65%

14%

15%

14%

7%

14%

13%

Men

Women

Lack of time Lack of inspiration Weak response to what I have written about Other

Social and e-social lifeBloggers are active, sociable and extrovert


22

More than half of the bloggers spend more than 6 hours a day in front of their computer.

E-people


4.9%

19.9%22.1%

18.8%

34.3%

Less than 2 hours From 2 to 4 hours From 4 to 6 hours From 6 to 8 hours 8 hours and more


23

Most bloggers are on Facebook, and they use YouTube more than their Twitter profiles.

Bloggers on social networks


Legend

TwitterFacebook Google+ LinkedInInstagram PinterestYouTube SlideShareViber, WhatsApp,Skype etc.Foursquare/Swarm

Every day81.79%

42.20%

17.92%

11.56%

33.38%

48.12%

2.60%

43.50%

Never

4.48%

22.25%26.01%

40.61%45.09%

39.60%

8.24%

73.12%

67.63%

25.87%

12.14%

6.50%


24

Most often Facebook, Pinterest and LinkedIn almost never. Instagram is gaining popularity.

Social networks for sharing


0%

10%

20%

30%

40%

50%

60%

70%

Facebook Twitter Google + LinkedIn Pinterest E-mail Viber, WhatsApp,

Skype etc.


25

4 out of 5 bloggers never pay for ads to promote their blogs.

Road to readers


73%

31%

10%

3%

17%

24%19%

12%10%

44%

71%

84%

Via social networks Search Engine Optimization E-mail marketing(sending newsletters etc.)

Paid services (Native Advertising, PPC, FB ads etc.)

Always Sometimes Never


36% of female bloggers never share their posts on Twitter!

Always

Always

E-mail

Men

Women


27

Bloggers read most frequently blogs from their own country.

Bloggers among bloggers


68%

44% 44%

29%

47%42%

2%

9%14%

Domestic blogs Regional blogs Foreign blogs

Often Sometimes Never

You follow and read the following blogs:


Almost 40% of all bloggers never read blogs which areon the web sites of traditional media

66%

18%

28%

15%

31%

44% 44% 46%

3%

38%

28%

39%

Personal blogs Corporate blogs Blog magazines (Netokracija, Huffington post, Techcrunch)

Blogs on web sites of traditional media(HBR blog, B92…)

Often Sometimes Never


29

46% of bloggers receive the support for their writing from other bloggers or Internet acquaintances.

Blogger solidarity


52%

20%

10%

46%

46%

20%

4%

Close friends and family/relatives

Work colleagues

Clients

Internet acquaintances

Other bloggers

I do not receive direct support

Other


30

One in five bloggers comment on other blogs at least once a week, and 14% of bloggers never share other bloggers' posts.

Inter-blogger connections


9%

13%

22%

16%

30%

10%

Several times a day

Once a day

Once a week

Once a month

More seldomthan once a month

Never

9%

10%

24%

17%

26%

14%

Several times a day

Once a day

Once a week

Once a month

More seldomthan once a month

Never

I comment on other bloggers' posts: I share other bloggers' posts:


Female bloggers are more willing to comment on other posts frequently;as much as half of them do it regularly once a week and more often

6%

10%

21%

16%

35%

12%12%

15%

24%

15%

27%

8%

Several times a day Once a day Once a week Once a month More seldom than once a month Never

Men Women

I comment on other bloggers' posts:

Koliko dugo bloguješ?Comments in the region

One fourth of Croatian bloggers comment other bloggers' posts on a daily basis.

12%14%

26%

Serbia Bosnia and Herzegovina Croatia


Once a day

13%

The entire sample


33

…satisfaction. 85% bloggers state that blogging has brought them personal satisfaction.

To a blogger, a blog represents…


85%

60%

50%

22%30% 27%

19%

4%9%

Perso

nal sa

tisfa

ction

New fr

iends a

nd acquain

tance

s

Incr

ease

d visib

ility o

n the I

ntern

et

Bette

r rep

utatio

n

Job opportu

nity

Invit

ations t

o vario

us eve

nts

Earnings

Enemies

/opponen

ts

Problem

s at w

ork

Koliko dugo bloguješ?In the region, a blog to bloggers represents…

…mostly a cause of problems at work (Bosnia and Herzegovina)…a job opportunity (Croatia)…an invitation to various events (Serbia)


24%

37%

21%

Serbia

Bosnia and Herzegovina

Croatia

The entire sample 22%

13%

27%

Invitation to various events

Problems at work and Enemies/opponents

Job opportunity

The entire sample

The entire sample

Influence and measuring in the blogosphereWhat is influence and how is it measured?

Content is the measure of success

78% of bloggers believe that content and writing skill is what determines the measure ofa blogger's influence. The significance of the topics the blogger instigates is on the second place.


14%

32%

50%54%

60%

68%

78%

35%

46%

40%36%

34%

25%

18%

51%

22%

11%10%6%7%

5%

Earnings madefrom blogging

Bloggingexperience

Statistics:unique visits

Interaction(retweets/comments on posts)

The significance of the topics the

Post content (writing skill)

I agree I partially agree I disagree

Size of the blogger's community (the

number of Twitter followers, FB friends,

blog subscribers, LinkedIn

connections etc.)

45%42%

13%

Statistics:page views

34%

44%

21%

Frequency of publishing posts

blogger instigated

Influence is measured with analytics

3 out of 5 bloggers check the analyticsof their blog on a regular basis.


A half of those who do not checkanalytics, do not know how.

9%

3%

20%

32%

21%

14%

I do not check the analytics of my blog

I have no access to analytics

Rarely (once every few months)

Occasionally (several times a month)

Frequently (several times a week)

Every day

53%

7%

34%

6%

I do not know how to use analytics

I am not able to pay for that service

I do not think I need it

Other

Checking analytics in the region

Bloggers from Bosnia and Herzegovina are interested in analytics the least, whereas Croatian bloggers are interested the most.


Every day

18%

24%

Bosnia andHerzegovina

Croatia

I do not check the analytics of my blog

9%

14%

The entire sample

The entire sample

To bloggers, the relevant things are…


…unique visits, returning visitors, page views.

73%

60%

34%

61%

41%

31%

23%25%

Unique visits

Relevant

Page views Bounce rate (the number of visitors

who leave your blog as soon as they

open it)

Returning visitors (the number of

visitors who return to your blog)

The number of comments on blog

posts

The number of Facebook likes

visible on blog page

The number of Twitter shares

visible on blog page

The number of RSS subscribers

Self-employment and incomeTrends and possibilities for the professionalizationof their blog, how do bloggers manage their work?



Professional cooperation with brands

79% of bloggers have never

had the opportunity for

professional cooperation

with brands through

their blog.

21%

79%

Have cooperated professionally

Have not cooperated professionallyHave you ever charged a post, i.e. writtena paid blog post?



Attitude towards the professionalization of blogs

Most bloggers hold a neutral opinion on the trend ofprofessional cooperation between bloggers and brands.

Professional cooperation changes their attitude – bloggerswho have cooperated are more open to such a practice.

What is your attitude towards paid posts?

13%

50%

33%

4%

Negative

Neutral

Positive

Other

What is your attitude towards paid posts?

4%

26%

62%

8%

Negative

Neutral

Positive

Other

15%

56%

26%

3%

Negative

Neutral

Positive

Other

Yes

No


Koliko dugo bloguješ?Work and experience bring more work

Bloggers who have cooperated professionally with brands more frequently tend to receive more invitations for new cooperation…

5%

1%

4%

1%

7%

1%

17%

5%

21%

4%

40%

26%

6%

62%

Have cooperated

professionally

Every day Several times a week Once a week Several times a month Once a month Rarely I have never been contacted

How often do youget contacted bycompanies oragencies to beoffered to cooperatewith them?

... and 4 out of 5 of those bloggers have been writing their blog for more than 3 years

1%

3% 2% 4% 7% 14% 10% 58%

Shorter than a month 1-5 months 6-11 months One yea Two years Three years Four years Longer than four years

How longhave you beenblogging?

Have not

cooperated



Can you make a living out of it?

2 out of 5 bloggers charge a post between 20 and 100 euros. One third has a work task once a month.

13%

27%

21%

16%

7%

16%

Once a week

Once a month

Once every 3 months

Once every 6 months

Once a year

More seldom than once a year

13%

22%

23%

15%

3%

7%

18%

Up to 20 euros

From 20 to 50 euros

From 50 to 100 euros




Other

How much do you usually charge to publish a post? How often do you publish paid posts on your blog?

Bloggers who have cooperated

with brands professionally

Koliko dugo bloguješ?All (in)equalities

Men earn more. Men remain unpaid more often.


How much do you charge to publish a post?

61%54%

24%

13%

8%

6%

6%

27%

MenWomen

Up to 20 euros From 100 to 200 euros From 200 to 500 euros Other

Are you satisfied with the paymentspeed of the written paid post?

65%70%

27%18%

8%

1%

10%

MenWomen

Yes, completely No, payments are often late

No, sometimes I do not get paid at all Other



Koliko dugo bloguješ?All (in)equalities

Women cooperate more


How often do you publish paid posts on your blog?

12%

15%

20%

31%

27%

16%

20%

12%

0,06

0,07

0,14

0,18

Men

Women

Once a week Once a month Once every three months Once every six months Once a year More seldom than once a year



Koliko dugo bloguješ?Experiences in the region

One quarter of Serbian bloggers earnfrom 20 to 50 euros.

Almost a third of the bloggers fromBosnia and Herzegovina chargeup to 20 euros.

Almost half of Croatian bloggerscharge from 50 to 100 euros.


0% 20% 40% 60% 80% 100%

Serbia


Croatia

How much do you usually charge to publish a post?

Up to 20 euros From 20 to 50 euros From 50 to 100 euros

From 100 to 200 euros From 200 to 300 euros From 300 to 500 euros



Koliko dugo bloguješ?Measuring the success of cooperation


40% of bloggers do not send theiranalytics to the people who ordered the post,because they have not been asked to.

42% of them do not send metrics (effects),not even after the cooperation has finished.

Before publishing the paid post, did you send the report where you listed the number of

views, unique views, the number of tweets or something similar to the client?

Have you noticed that your texts, photographs, quotes or other materials have been used without permission or

even without being referred to (with links/listing sources)?

8%

18%

27%

43%

3%

Once 2-5 times More than 5 times Never Other

32%

15%

40%

5%8%

Yes Yes, althoughthey did not ask

No, becausethey did not ask

No, becauseI did not want to

Other



Koliko dugo bloguješ?Sharing knowledge at conferences


77% of bloggers have never officiallyblogged from conferences/seminars.

Bloggers who have cooperated with brandsmore frequently, also attend conferences more.

Have you attended anyseminars/conferences as an official blogger?

23%

77%

Yes

No

48%

52%

Yes

No



Rights and libertiesBetween identity and pseudonym, freedom of

expression and pressures, rights and obligations

Anonymity and the public

More than half of bloggerswrite under their name.


Bloggers from Bosnia and Herzegovina writeunder a pseudonym more often than others.

42%

32%

22%

4%

Under their full nameand surname

45%

30%

47%

30%

67%

48%

23%

52%

37%

30%

26%

43%

27%

16%

13%

40%

9%

5%

2%

3%

7%

Serbia


Croatia

Macedonia

Montenegro

Slovenia

Under full name and surname Using a nickname or pseudonym

Both under full name and surname and using a nickname or pseudonym In the name of an organization (as a corporate blogger)

Using a nicknameor pseudonym

Under their full nameand surname and using

a nickname or pseudonym

In the name ofan organization

(as a corporate blogger)

Freedom of speech on the Internet


Half of bloggers think that freedom of speech on the Internet is endangered.

39%

11%

50%

Yes

Yes, bloggersare especially

under pressure

No

Do you believe that freedom of speech on the Internet is endangered?

Freedom of expression through blogging

4 out of 5 bloggersstill feels free to writetheir blog


Macedonians, more than other nations in the region, feel that freedom of speechon the Internet is endangered and that bloggers are especially under pressure.

79%

21%

Yes No Yes, generally + Yes, bloggers are especially under pressure No

Serbia


Croatia

Macedonia

Montenegro

Slovenia

53%

42%

47%

20%

47%

57%

47%

58%

53%

80%

53%

43%

Do you think that freedom of speech on the Internet is endangered?

Resisting the pressure

Men are more often under pressure because of their blog.


But they still feel more at liberty to write.

58%

39%

40%

59%

2%

2%

Men

Women

Have you ever sufferedcertain consequencesbecause of what youwrote on your blog?

Yes

No

Other

83%

77%

17%

23%

Men

Women

Do you feel free to writewhatever you wanton your blog?

Yes

No

Blogging experience influences the negative consequences


The longer they write, the bigger pressure they feel.

17%15%

30%34%

27%

36%40%

68%

83%85%

70%66%

70%

61%57%

31%

0% 0% 0% 0%4% 3% 3% 2%

Shorter than a month 1-5 months 6-11 months One year Two years Three years Four years Longer than four years

Yes No Other

Have you ever suffered certain consequences because of what you wrote on your blog?

Blogging experience influences copyrightinfringement experiences


4%

15%8% 7% 11% 13%

8%4%4%

22%

17% 16%

20% 19%22%

4%

9%

8%

23%

27% 26%

42%87%78%

52%

64%

53%

41% 40%

23%

4% 4% 4% 4% 1% 2% 5%

Shorter thana month

1-5 months 6-11 months One year Two years Three years Four years Longer thanfour years

Once 2-5 times More than 5 times Never Other

7%

The longer they write, the more often they encounter copyrightinfringement and intellectual property theft.

Have you noticed that your texts, photographs, quotes or other materials have been usedwithout permission or even without being referred to (with links/listing sources)?

40% of bloggers never reactto copyright infringement.

Have you reacted to intellectualproperty theft?

59%

41%

Yes No

Not reacting…because it is “pointless”


Bloggers who do not react, do itbecause they believe it is pointless.

Why have you not reacted?

Bloggers from Slovenia and Serbia are moreconvinced that it is “pointless” to react.

Have you reacted to intellectual property theft?

75%

Serbia


Croatia

Macedonia

Slovenia

I did not know who to turn to Other

12,5% 12,5%

65% 7% 11% 17%

58% 16% 16% 10%

40% 40% 20%

40% 30% 20%10%

I thought it was pointless I did not want to make enemies

Have not reacted to theft

60%

14%

13%

13%

I thought itwas pointless

I did not want tomake enemies

I did not knowwho to turn to

Other

Knowing legal regulations


3 out of 5 bloggers do not know thelegal regulations which apply to blogsor they do not know at all if they exist.

Do you know the legal regulations in yourcountry when it comes to the rights of bloggers?

Yes

No

Partly

I do not knowthat such legal

regulations exist

11%

32%

23%

34%

Slovenian and Croatian bloggersknow legal regulations best.

Do you know the legal regulations in your countrywhen it comes to the rights of bloggers?

Yes No Partly I do not know if such legal regulations exist

10%

9%

19%

17%

14%

27%

31%

30%

25%

17%

57%

41%

27%

18%

20%

14%

18%

32%

43%

36%

66%

15%

14%

Serbia

Croatia

Macedonia

Montenegro

Slovenia


Thank you, bloggers, now we knowwho you are and how you feel!

#SupportTheBlogosphere

How are you, bloggers? Research #Blogometar15

Supported #Blogometar15

Blogosphere is a resort for bloggers and other

thinking people. Being a part of it is a big deal,

but supporting it helps creating a better society.

– Dragana Đermanović Chief Executive Officer, BeeBlog Network

#Blogometar15 was conducted by the ,BeeBlog Networkthe largest blogging network in Southeast Europe

[email protected]

[presentation] Blogometar15 v3.0

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