Bloggers are Heavy Consumers of Content at News and Entertainment Web Sites

Content from Digg.com and PerezHilton.com Consumed by Heavy Bloggers

RESTON, VA, March 10, 2008 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released the results of a study using its Comscore Segment Metrix tool, which showed that heavy users of U.S. blog sites (i.e. “heavy bloggers”) are significantly more likely than the average Internet user to consume news and entertainment content online.

“As blogs continue to grow in both quality and audience size, both traditional and non-traditional advertisers are increasingly putting their online ad dollars towards reaching this group of consumers,” said Jack Flanagan, executive vice president of Comscore. “This highly informed, tech savvy, and entertainment-oriented consumer segment is consistent with the profile of an ‘influencer,’ which is of course a particularly attractive audience to reach.”

Heavy Bloggers are Heavy Consumers of News and Entertainment Content

For purposes of this study, heavy bloggers are defined as the heaviest 20 percent of blog visitors who account for 84 percent of all the time spent on blogging sites.Given that blogs can often be described as both informative and entertaining, it is not surprising that heavy users of blog sites are more likely than the average Internet user to consume news and entertainment content online. They are significantly more likely to consume content at politics and general news sites, and also consume a disproportionate amount of content on entertainment news, humor, movies and photo-sharing sites.

Highest Site Category Engagement Among Heavy Bloggers
January 2008
Total U.S. – Home/Work/University Locations
Source: Comscore Segment Metrix

Site Category

Composition Index –

Page Views*

Total Internet

100

Blogs

428

Politics

240

Web Hosting

224

Entertainment - News

199

Humor

158

Reference

153

Entertainment - Movies

147

Books

146

General News

141

Photos

139

*Composition Index – Page Views = number of page views among heavy bloggers/number of page views among total Internet audience x 100; Index of 100 represents parity.

Heavy Bloggers are Heavy Consumers of Content at Digg.com and PerezHilton.com

Consistent with the site category findings, heavy bloggers are heavy consumers of content from several individual news and entertainment sites. Heavy bloggers consumed more than three times as much content on social news ranking site Digg.com as the average Internet user, and also exhibited well above average consumption of content at other news sites, including CTVGlobeMedia, DrudgeReport.com, HuffingtonPost.com, Salon.com and ABC News Digital. On the entertainment side, heavy bloggers skewed towards content at PerezHilton.com and CollegeHumor Network. Heavy usage of webhosting sites Rapidshare AG and Megaupload.com also suggest that heavy bloggers are tech savvy and online do-it-yourselfers.

Highest Site Engagement among Heavy Bloggers
(Excluding Sites in the Blogs Category)
January 2008
Total U.S. – Home/Work/University Locations
Source: Comscore Segment Metrix

Category

Composition Index –

Page Views*

Total Internet

100

DIGG.COM

358

PEREZHILTON.COM

320

CTVGlobeMedia

310

RapidShare AG

303

DRUDGEREPORT.COM

295

MEGAUPLOAD.COM

288

HUFFINGTONPOST.COM

285

SALON.COM

283

ABCNEWS DIGITAL

278

CollegeHumor Network

270

*Composition Index – Page Views = number of page views among heavy bloggers/number of page views among total Internet audience x 100; Index of 100 represents parity.

About Comscore
Comscore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world. For more information, please visit www.comscore.com/boilerplate.

Press
Bill Daddi
Daddi Brand Communications
646-370-1341
press@comscore.com

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