BlogHer network survey + U.S. representative female online users.

Key findings:

blogs are mainstream

• 53% of US online women read blogs
• statistically the same as IM, photo sharing, etc.

blogs are addictive

• regardless of age, once engaged, blogging is daily part of life
• over 20% of blogosphere participants spend less time consuming traditional media
• 3 categories: readers/lurkers; active publishers/commenters; readers/commenters

blogs are trusted

• for new information
• for advice & recommendations
• for making purchase decisions

What do women find in blogs? They are experiencing the unique, transformational power of blogging. Blogs are changing the way we:

• survive – e.g. Postpartum Progress, Diabetes Mine
  
• age – e.g. My Mom’s Blog (at 81, possibly the oldest blogger)
• make a living – e.g. Simply Recipes
• participate – e.g. CNN YouTube debates, h2otown, Hurricane Disaster Direct Relief, DonorsChoose, etc.

Blogs empower people. Do companies empower people?

People don’t trust institutions, they trust each other. What are companies doing to be trustworthy?