Online Advocacy And blog Reading

The Online World A New Constituency Transatlantic Trends For USA, UK, France and Germany (closer look on Germany) Prepared by StrategyOne November 2007

Objectives and Research Approach ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Where we get our news TV number one, computers growing ,[object Object],[object Object],Base UK 1007, US 1000, Germany 1002, France 954 Q.1 Thinking about social, economic and political affairs, how do you usually access news information on these issues?

Germany News Information Access – by Age ,[object Object],[object Object],Base Germany 1000 Q.1 Thinking about social, economic and political affairs, how do you usually access news information on these issues? Print Newspapers/Magazines Computer

Frequency of Blog readership USA, UK, France and Germany - Mean Scores ,[object Object],[object Object],Q.2 How many days in an average week do you read so-called web-logs or blogs. These are websites that provide personal commentary, journal entries, recommendations and links to news articles and other sites of interest compiled by an author and his or her readers? days in an average week Base Germany 1000 UK 1007 France 954 US 1000 % Read Blogs 31% 31% 25% 18% % Do Not Read Blogs 67% 61% 73% 77%

Blog readership up across all countries Frequency of Blog readership – ,[object Object],[object Object],[object Object],Q.2 How many days in an average week do you read so-called web-logs or blogs. These are websites that provide personal commentary, journal entries, recommendations and links to news articles and other sites of interest compiled by an author and his or her readers? Base Germany 1000 UK 1007 France 954 US 1000

Consumers vs. Influencer Trends What is an “Influencer”? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

A Marked Difference in Influencer Blog access ,[object Object],[object Object],Q.2 How many days in an average week do you read so-called web-logs or blogs. These are websites that provide personal commentary, journal entries, recommendations and links to news articles and other sites of interest compiled by an author and his or her readers? days in an average week % Read Blogs Total Influencers 31% 47% 31% 43% 25% 29% 18% 44% Base Germany 1000 UK 1007 France 954 US 1000 Total Influencers

Trans-Atlantic Influencer Blog access USA, France and Germany Trending Up, UK Trending Down ,[object Object],[object Object],[object Object],Q.2 How many days in an average week do you read so-called web-logs or blogs. These are websites that provide personal commentary, journal entries, recommendations and links to news articles and other sites of interest compiled by an author and his or her readers? Base Germany 1000 UK 1007 France 954 US 1000 Days in an Average week

Frequency of Blog reading – Germany Influencers ,[object Object],Base Germany 1000 Germany Influencers 94 Q.2 How many days in an average week do you read so-called web-logs or blogs. These are websites that provide personal commentary, journal entries, recommendations and links to news articles and other sites of interest compiled by an author and his or her readers? days in an average week Total Influencers who read blogs 44% 17respondents out of all 40 Influencers who read blogs= 43% read blogs once/average wk Total Influencers

No longer just for the kids Frequency of Blog reading – USA, UK, France and Germany - By Age ,[object Object],[object Object],Q.2 How many days in an average week do you read so-called web-logs or blogs. These are websites that provide personal commentary, journal entries, recommendations and links to news articles and other sites of interest compiled by an author and his or her readers? Total UK Mean=0.70 Total France Mean =0.89 Total US Mean=1.0 Days in an average week Total Germany Mean=0.57 Germany 1000 UK 1007 France 954 US 1000

Politically pre-disposed a ripe target for online engagement ,[object Object],[object Object],Total Influencers Q.3 Because of what you read on a blog have you ever taken action by calling, speaking, or e-mailing others, signing an online petition, or joining an effort to pressure or support a corporation or government on an important issue? Base All who read blogs in Germany 180, UK 262,France 297, USA 302

Online Advocacy And blog Reading

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Online Advocacy And blog Reading