Why do parents blog? How do bloggers feel about brands? What should PR agencies know about blog outreach? Find out in the 2012 Parent Blogger Benchmark Study from Tots100, the largest study ever conducted of UK Mum and Dad bloggers. For more information find us at www.tots100.co.uk

1. UK Parent Blogger
Benchmark Survey 2012

2. An Influential Community
21% of UK women read parenting blogs
weekly
50% of bloggers have made a purchase
because of a blog recommendation
Tots100 bloggers have a weekly
audience of 500,000 readers
4,000+ active UK parent blogs

3. Who are Parent Bloggers?
97% of parent blogs
are
written by women
90% are married
75% have 1 or 2 children
57% aged 30-40

4. The Digital Parent
98% of Mum bloggers use
Twitter and Facebook
90% use a smartphone
34% also own an iPad
89% go online daily

5. More Than Just a Mum
Virtually all parent blogs cover topics
other than parenting, including:
Travel/Days Out (57%)
Cookery/Food (51%)
Shopping (47%)
TV/books (41%)
Crafts (41%)

6. Why do parents blog?
82% of Mum bloggers started blogging as
a creative outlet
72% say they blog to
capture family memories

7. Blogging is Oh-So Social
50% of Mum bloggers have
met other local bloggers
45% have attended a PR
or brand event
30% have attended a blog
conference or workshop

8. Blogging for Fun
75% of Mum bloggers say
blogging makes them happier
50% say blogging offers
vital emotional support
30% say blogging makes
them better informed

9. Savvy Shoppers
93% of Mum bloggers
research online before
making important
purchases
50% have made a
purchase based on a
blog recommendation

10. PR Friendly
82% of bloggers welcome contact
from brands and PRs
75% received free
products in 2012

11. PR Friendly
Bloggers are interested in:
Reviews (92%)
Events (77%)
Paid Posts (69%)
Less than half are interested in
press releases and product info

12. Changing Landscape
The number of blogs
accepting paid links
fell from 49% in 2011
to 20% in 2012
75% of blogs have made
no changes to their site
in light of EU Cookie
Regulations

13. Thorny Issues
90% of Mum bloggers think
disclosure is important
A third have been asked
by a brand NOT to
disclose a payment

14. The PR Conundrum
Many brands are targeting the same small
number of bloggers.
50% of blogs receive one or fewer
PR pitches per week
7% of blogs receive more
than 25 per week

15. What we Do
Tots100 is a network of 4,000+
active UK parent blogs
We work with brands to devise
and deliver blogger outreach
that gets parents talking
Tots100Ads is a new ad network
for UK parent blogs, from Tots100

16. www.tots100.co.uk
@tots100