The survey was part of a European-wide research project by IPREX, a global network of over 70 independent communications firms, of which Walsh PR inIreland is the Republic of Ireland partner. (Disclosure- I have provided consulting and training to Walsh PR and their clients in the past but did not consult with them on this survey.)
The survey was completed by 90 respondents in Ireland – most of those who responded were female (I am not sure if equal numbers of men and women were invited to participate) and their average age was 34 years.
The top themes that Irish bloggers cover are beauty, food and beverages, parenthood and travel. The bloggers who participated in the survey reported that the ideas for their content come from current events, press releases and blogger events, but 100 percent commented they are including their own experiences.
If you have wondered why bloggers blog, the research indicated that the key reason is to share their personal experience. For me this is very different when blogging as part of your marketing plan for your business.
The Irish bloggers who participates in the research promote their blogs through a number of platforms:
– 94 percent use Twitter
– 87 percent use Facebook
– 59 percent use Instagram
– 56 percent use Pinterest
– 28 percent use YouTube
– 23 percent use LinkedIn.
Note – this level of adoption of Twitter, Facebook, Instagram and Pinterest exceeds the recent research of social networking platforms by Irish users that I wrote about here.
An insight for you from this research – as so many bloggers are using Twitter, if the blogger does not have details on their website it is linkely that you will be able to make contact with them initially on Twitter.
– 76 percent enjoy the experience
– 69 percent to build their personal profile (personal brand)
– 64 percent receive invitations to events
– 58 percent receive free samples of products.
If you are considering blogger outreach you will be pleased to hear that 96 percent of the bloggers who participated in the survey are happy to be contacted by companies.
However I would recommend that if you plan to do so that you make sure you research, develop skills (I cover blogger and influencer outreach in my workshops and with private clients) or hire a PR agency to support you with your blogger outreach. Here is an article I wrote in 2008 about how not to pitch a blogger, but unfortunately every week I still receive pitches that include these same elementary mistakes.
If you want to share the research to Pinterest, you can find the IPREX Walsh PR Irish Blogger Research infographic below.
I am pleased to see this research be undertaken and I hope more people will participate in the years ahead so that we can receive detailed demographics.