Blogstudie 2007
And while I’m at it: Leipzig University (Universität Leipzig - Communication Management Department) and Search Engine Ask.com (Ask.com) have conducted a study on Searching information on the internet - blogs a new research-tools (Blogstudie 2007. Informationssuche im Internet - Blogs als neues Recherchetool. by Ansgar Zerfaß and Janine Bogosyan).
The study calls blog-readers “investigative multiplicators” and considers weblogs as relevant drivers of new ideas and opinions. They do, however, find blogs hard to find.
The sample is, once more, relatively small: 605 Aks.com-users, characterized as “trend-setters” and “heavy users”, avg. 32 years old, 60% male. (According to the authors, the sample is thus comparable to the samle used for the ARD/ZDF Onlinestudie 2006, which is considered to be representative.) 87.3% of this sample read blogs, 79.8% write them.
The findings are significantly similar to those of the result: / SWR Web 2.0 study (see my post below ):
- 45.3% of blog-readers see blogs primarily as sources of information (cp. 31% of the time, web 2.0 applications are used for information purposes)
- 5 out of 14 usage occasions cited are information-driven
- However: 34.6% of those who know blogs or about one third of the sample write their own posts or comments. This rate appears less high when one considers that the sample comprizes trendsetters and heavy users. Quite contrarily, while the ARD / ZDF Onlinestudie 2006 states that 8.1% of all internet-users 14+ are active participants, this study suggest only 30% of 8.1% do indeed post.
- On the other hand, two thirds of the 1% of onliners 14+ who actually blog, do have an express sense of mission.
The Blogstudie, too, offers a typology:
- Wissensdurstige (those with a thirst for knowledge) - 23.7%
- Aktive Konsumenten (active consumers) - 22.8%
- Informationssucher (information seekers) - 18.9%
- Selbstdarsteller (profilers) - 17.7%
- Social Networker - 17.7%
Blogs by information professionals appear more reliable than private blogs (12.1% think them unreliable) AND corporate blogs (which 26.4% think unreliable).
For more information check the Blogstudie 2007 website.
via Market (MARKET Website - MARKET article on Blogstudie 2007)
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