[presentation] Blogometar15 v3.0

#Blogometar15
The ﬁrst regional research of the blogosphere

2 Blogometar15members of
N E T W O R K
About the research #Blogometar15
Research conducted from March 4th to March 30th 2015
Online questionnaire
Bloggers: authors/editors of personal/corporate blogs
and blog magazines
Bosnia and Herzegovina, Serbia, Macedonia, Croatia,
Slovenia and Montenegro
701 bloggers
Realization
Type of research
Target population
Countries included in
the research
Sample size
Sample type Random sampling

N E T W O R K
Why the blogosphere?
Bloggers are brands onto themselves.
They produce the largest amount of user content
which can be found on the Internet.
Blogging is one of the oldest ways of social
connecting on networks.
Blogs are the fastest-growing form of
communication in the world.

...and we knew nothing reliable
about the blogosphere of the region…

N E T W O R K
And now we know that:
There are more female than
male bloggers.1.
Most bloggers hold university degrees.2.
Bloggers mostly live in larger cities.3.
Bloggers mostly write under their own
name, without hiding their identity.4.
Most bloggers write their blog
as a hobby.5.
Female bloggers check the analytics of
their blog more frequently during one
week than their male colleagues.
6.
Bloggers from Croatia comment
and share other bloggers' blogs
more frequently than their
colleagues from the region.
7.
Macedonian bloggers feel the least
amount of freedom to write what
they want and most of them believe
that freedom of speech on the
Internet is endangered.
8.
It is estimated that 13% of bloggers
can make a living from blogging.9.

Proﬁle outline
Demographic characteristics

N E T W O R K
41 %
59 %
Female
Male
2 %
16 %
25 %
33 %
16 %
6 %
2 %
< 18 18-24 25-30 31-40 41-50 51-60 61+
Every third male/female blogger has a university degree and is between 31 and 40 years old.
59% of women!
1 %
21 %
8 %
19 %
30 %
12 %
6 %
3 %
Elementary
school
High school Vocational
college
University
(unﬁnished)
University
(ﬁnished)
Master's
studies
Magister
studies
Ph.D. studies
Higher education 78%

N E T W O R K
Cities bloggers live in
Beograd
Drugo
Novi SadSarajevo
BanjalukaZagreb
Niš Ljubljana
Bor
Podgorica
Skoplje
Kragujevac
Pančevo
Leskovac
Mostar
Osijek
Smederevo
Sombor
Tuzla
Zrenjanin
Jagodina
Kraljevo
Kruševac
Subotica
Šabac
Zenica
Bijeljina
Brčko
Čačak
Doboj
Kranj
Maribor
Požarevac
Rijeka
Valjevo
Bitolj
Celje
Cetinje
Nikšić
Pirot
Priština
Sisak
Slavonski Brod
Split
Tetovo
Velenje
Zvornik
Karlovac
Kumanovo
Novi Pazar
Pljevlja
Prijedor
Prilep
Pula
Užice
Varaždin
Vranje
Zadar

N E T W O R K
Blogging experience/duration/length
37.7%
14.2%
12.9%
9.7%
8.8% 8.4%
4.5% 3.9%
Longer than four years Three years Two years One year 1-5 months Four years 6-11 months Shorter than a month
The largest group in our sample consists of blogging veterans.

AND IN THE SEE REGION
Slovenians have the longest blogging experience.
There are most beginners in Montenegro.

Initiation and inspiration
Why do they blog, what makes them tick, what topics do they deal with?

Koliko dugo bloguješ?
12
Only 5% of all bloggers write their blog exclusively because it is their job.
Blog is a hobby to most of them, but also…
4%
31%
5%
60%
Other
Hobby and work
Work
Hobby
Blogometar15members of
N E T W O R K

13
…because they wanted to transfer their knowledge, experience and thoughts (52%).
They started writing…
4%
4%
9%
10%
11%
22%
35%
39%
52%
To receive compensation from brands
Running a blog was in my job description from the onset
(I write for a corporate blog)
Other
To make money
I followed the example of some people I know
To become more visible online (online reputation)
For amusement
Because I love writing
Because I wanted to transfer my knowledge, experience and thoughts
N E T W O R K

14
Female bloggers' motives: love of writing.
Their motives are different
Male bloggers' motives: a desire to transfer knowledge, earnings and visibility.
10%
22%
38%
39%
51%
To make money
To become more visible online (online reputation)
For amusement
Because I love writing
Because I wanted to transfer my knowledge, experience and thoughts
N E T W O R K

15
The youngest are the most practical ones
N E T W O R K
23%
9%
12%
8%
7%
3%
8%
3%
5%
5%
1%
Younger than 18
19-24 years old
25-30 years old
31-40 years old
41-50 years old
51-60 years old
60 and older
Because I wanted to earn money
Because I wanted to receive various types of compensation from brands
0% 0%
3%
The entire sample
10%
4%

Format and habits
How often, how long, when and from where
do bloggers write their blog posts?

N E T W O R K
Post length and equipment
Less text + more photographs = a format to which most bloggers stick
14%
42%
57%
23%
4%
6%
4%
It includes only text
One visual
(a photograph, infographics, chart etc.)
Several photographs
A video
Audio
A list
Other
12%
46%
32%
6%
3%
Up to 100 words
(a passage consisting of 7-8 lines)
100 to 500 words (a text up to an A4 page)
500-1500 words
More than 1500 words
Other
How many words does your typical blog post have? Aside from text, your blog post usually includes:

N E T W O R K
Work demands longer blog posts
60% of bloggers for whom blogging is a job write texts which have 500 words and more.
16%
48%
28%
4%
4%
Up to 100 words
(a passage consisting of 7-8 lines)
100 to 500 words (a text up to an A4 page)
500-1500 words
More than 1500 words
Other
6%
31%
51%
9%
3%
Hobby Work

N E T W O R K
How much, when, from where do they write?
A quarter of all bloggers publish new posts several times a month,
one third writes at night, and almost all write from their homes.
11%
32%
18%
31%
8%
Early morning
During the day
Late afternoon
At night
Other
When do you blog/write posts?
11%
32%
18%
31%
8%
8.5%
87%
3%
At work
At home
At cafes/restaurants
In open areas (park, by the river, public transportation)
Other
0.3%
1.2%
Where do you blog/write posts?
8.5%
87%
0.3%
1.2%
3%
3% 5%
21%
16%
25%
12%
17%
Several times a day Every day
2-4 times a week Once a week
Several times a month Once a month
More seldom than once a month
How often do you blog/publish a post?
3% 5%
21%
25%
17%
16%
12%

N E T W O R K
They would write more frequently, but…
Men are, twice as much as women, demotivated by the lack of response to what they write.
58%
65%
14%
15%
14%
7%
14%
13%
Men
Women
Lack of time Lack of inspiration Weak response to what I have written about Other

Social and e-social life
Bloggers are active, sociable and extrovert

22
More than half of the bloggers spend more than 6 hours a day in front of their computer.
E-people
N E T W O R K
4.9%
19.9%
22.1%
18.8%
34.3%
Less than 2 hours From 2 to 4 hours From 4 to 6 hours From 6 to 8 hours 8 hours and more

23
Most bloggers are on Facebook, and they use YouTube more than their Twitter proﬁles.
Bloggers on social networks
N E T W O R K
Legend
TwitterFacebook Google+ LinkedInInstagram PinterestYouTube SlideShare
Viber, WhatsApp,
Skype etc.Foursquare/Swarm
Every day
81.79%
42.20%
17.92%
11.56%
33.38%
48.12%
2.60%
43.50%
Never
4.48%
22.25%
26.01%
40.61%
45.09%
39.60%
8.24%
73.12%
67.63%
25.87%
12.14%
6.50%

24
Most often Facebook, Pinterest and LinkedIn almost never. Instagram is gaining popularity.
Social networks for sharing
N E T W O R K
0%
10%
20%
30%
40%
50%
60%
70%
Facebook Twitter Google + LinkedIn Pinterest E-mail Viber, WhatsApp,
Skype etc.

25
4 out of 5 bloggers never pay for ads to promote their blogs.
Road to readers
N E T W O R K
73%
31%
10%
3%
17%
24%
19%
12%10%
44%
71%
84%
Via social networks Search Engine Optimization E-mail marketing
(sending newsletters etc.)
Paid services (Native Advertising,
PPC, FB ads etc.)
Always Sometimes Never

N E T W O R K
36% of female bloggers never share their posts on Twitter!
Always
Always
E-mail
Men
Women

27
Bloggers read most frequently blogs from their own country.
Bloggers among bloggers
N E T W O R K
68%
44% 44%
29%
47%
42%
2%
9%
14%
Domestic blogs Regional blogs Foreign blogs
Often Sometimes Never
You follow and read the following blogs:

N E T W O R K
Almost 40% of all bloggers never read blogs which are
on the web sites of traditional media
66%
18%
28%
15%
31%
44% 44% 46%
3%
38%
28%
39%
Personal blogs Corporate blogs Blog magazines (Netokracija,
Hufﬁngton post, Techcrunch)
Blogs on web sites of traditional media
(HBR blog, B92…)
Often Sometimes Never

29
46% of bloggers receive the support for their writing from other bloggers or Internet acquaintances.
Blogger solidarity
N E T W O R K
52%
20%
10%
46%
46%
20%
4%
Close friends and family/relatives
Work colleagues
Clients
Internet acquaintances
Other bloggers
I do not receive direct support
Other

30
One in ﬁve bloggers comment on other blogs at least once a week, and 14% of bloggers never share other bloggers' posts.
Inter-blogger connections
N E T W O R K
9%
13%
22%
16%
30%
10%
Several times a day
Once a day
Once a week
Once a month
More seldom
than once a month
Never
9%
10%
24%
17%
26%
14%
Several times a day
Once a day
Once a week
Once a month
More seldom
than once a month
Never
I comment on other bloggers' posts: I share other bloggers' posts:

N E T W O R K
Female bloggers are more willing to comment on other posts frequently;
as much as half of them do it regularly once a week and more often
6%
10%
21%
16%
35%
12%12%
15%
24%
15%
27%
8%
Several times a day Once a day Once a week Once a month More seldom than once a month Never
Men Women
I comment on other bloggers' posts:

Koliko dugo bloguješ?Comments in the region
One fourth of Croatian bloggers comment other bloggers' posts on a daily basis.
12%
14%
26%
Serbia Bosnia and Herzegovina Croatia
N E T W O R K
Once a day
13%
The entire sample

33
…satisfaction. 85% bloggers state that blogging has brought them personal satisfaction.
To a blogger, a blog represents…
N E T W O R K
85%
60%
50%
22%
30% 27%
19%
4%
9%
Personalsatisfaction
New
friendsand
acquaintances
Increased
visibilityontheInternet
Betterreputation
Job
opportunity
Invitationsto
variousevents
Earnings
Enem
ies/opponents
Problem
satwork

Koliko dugo bloguješ?In the region, a blog to bloggers represents…
…mostly a cause of problems at work (Bosnia and Herzegovina)
…a job opportunity (Croatia)
…an invitation to various events (Serbia)
N E T W O R K
24%
37%
21%
Serbia
Bosnia and Herzegovina
Croatia
The entire sample 22%
13%
27%
Invitation to various events
Problems at work and Enemies/opponents
Job opportunity
The entire sample
The entire sample

Inﬂuence and measuring in the blogosphere
What is inﬂuence and how is it measured?

Content is the measure of success
78% of bloggers believe that content and writing skill is what determines the measure of
a blogger's influence. The significance of the topics the blogger instigates is on the second place.
N E T W O R K
14%
32%
50%
54%
60%
68%
78%
35%
46%
40%
36%
34%
25%
18%
51%
22%
11%10%
6%7%
5%
Earnings made
from blogging
Blogging
experience
Statistics:
unique visits
Interaction(retweets/
comments on posts)
The significance
of the topics the
Post content
(writing skill)
I agree I partially agree I disagree
Size of the blogger's
community (the
number of Twitter
followers, FB friends,
blog subscribers,
LinkedIn
connections etc.)
45%
42%
13%
Statistics:
page views
34%
44%
21%
Frequency of
publishing posts
blogger instigated

Inﬂuence is measured with analytics
3 out of 5 bloggers check the analytics
of their blog on a regular basis.
N E T W O R K
A half of those who do not check
analytics, do not know how.
9%
3%
20%
32%
21%
14%
I do not check the analytics of my blog
I have no access to analytics
Rarely (once every few months)
Occasionally (several times a month)
Frequently (several times a week)
Every day
53%
7%
34%
6%
I do not know how to use analytics
I am not able to pay for that service
I do not think I need it
Other

Checking analytics in the region
Bloggers from Bosnia and Herzegovina are interested in analytics
the least, whereas Croatian bloggers are interested the most.
N E T W O R K
Every day
18%
24%
Bosnia and
Herzegovina
Croatia
I do not check the analytics of my blog
9%
14%
The entire sample
The entire sample

To bloggers, the relevant things are…
N E T W O R K
…unique visits, returning visitors, page views.
73%
60%
34%
61%
41%
31%
23%25%
Unique visits
Relevant
Page views Bounce rate (the
number of visitors
who leave your blog
as soon as they
open it)
Returning visitors
(the number of
visitors who return
to your blog)
The number of
comments on blog
posts
The number of
Facebook likes
visible on blog page
The number of
Twitter shares
visible on blog page
The number of RSS
subscribers

Self-employment and income
Trends and possibilities for the professionalization
of their blog, how do bloggers manage their work?

N E T W O R K
Professional cooperation with brands
79% of bloggers have never
had the opportunity for
professional cooperation
with brands through
their blog.
21%
79%
Have cooperated professionally
Have not cooperated professionallyHave you ever charged
a post, i.e. written
a paid blog post?

N E T W O R K
Attitude towards the professionalization of blogs
Most bloggers hold a neutral opinion on the trend of
professional cooperation between bloggers and brands.
Professional cooperation changes their attitude – bloggers
who have cooperated are more open to such a practice.
What is your attitude towards paid posts?
13%
50%
33%
4%
Negative
Neutral
Positive
Other
What is your attitude towards paid posts?
4%
26%
62%
8%
Negative
Neutral
Positive
Other
15%
56%
26%
3%
Negative
Neutral
Positive
Other
Yes
No

N E T W O R K
Koliko dugo bloguješ?Work and experience bring more work
Bloggers who have cooperated professionally with brands more frequently tend to receive more invitations for new cooperation…
5%
1%
4%
1%
7%
1%
17%
5%
21%
4%
40%
26%
6%
62%
Have cooperated
professionally
Every day Several times a week Once a week Several times a month Once a month Rarely I have never been contacted
How often do you
get contacted by
companies or
agencies to be
offered to cooperate
with them?
... and 4 out of 5 of those bloggers have been writing their blog for more than 3 years
1%
3% 2% 4% 7% 14% 10% 58%
Shorter than a month 1-5 months 6-11 months One yea Two years Three years Four years Longer than four years
How long
have you been
blogging?
Have not
cooperated

N E T W O R K
Can you make a living out of it?
2 out of 5 bloggers charge a post between 20 and 100 euros. One third has a work task once a month.
13%
27%
21%
16%
7%
16%
Once a week
Once a month
Once every 3 months
Once every 6 months
Once a year
More seldom than once a year
13%
22%
23%
15%
3%
7%
18%
Up to 20 euros
From 20 to 50 euros
From 50 to 100 euros
Other
How much do you usually charge to publish a post? How often do you publish paid posts on your blog?
Bloggers who have cooperated
with brands professionally

Koliko dugo bloguješ?All (in)equalities
Men earn more. Men remain unpaid more often.
N E T W O R K
How much do you charge to publish a post?
61%
54%
24%
13%
8%
6%
6%
27%
MenWomen
Up to 20 euros From 100 to 200 euros From 200 to 500 euros Other
Are you satisﬁed with the payment
speed of the written paid post?
65%
70%
27%18%
8%
1%
10%
MenWomen
Yes, completely No, payments are often late
No, sometimes I do not get paid at all Other

Koliko dugo bloguješ?All (in)equalities
Women cooperate more
N E T W O R K
How often do you publish paid posts on your blog?
12%
15%
20%
31%
27%
16%
20%
12%
0,06
0,07
0,14
0,18
Men
Women
Once a week Once a month Once every three months Once every six months Once a year More seldom than once a year

Koliko dugo bloguješ?Experiences in the region
One quarter of Serbian bloggers earn
from 20 to 50 euros.
Almost a third of the bloggers from
Bosnia and Herzegovina charge
up to 20 euros.
Almost half of Croatian bloggers
charge from 50 to 100 euros.
N E T W O R K
0% 20% 40% 60% 80% 100%
Serbia
Bosnia and
Herzegovina
Croatia
How much do you usually charge to publish a post?
Up to 20 euros From 20 to 50 euros From 50 to 100 euros
From 100 to 200 euros From 200 to 300 euros From 300 to 500 euros

Koliko dugo bloguješ?Measuring the success of cooperation
N E T W O R K
40% of bloggers do not send their
analytics to the people who ordered the post,
because they have not been asked to.
42% of them do not send metrics (effects),
not even after the cooperation has ﬁnished.
Before publishing the paid post, did you send
the report where you listed the number of
views, unique views, the number of tweets or
something similar to the client?
Have you noticed that your texts, photographs, quotes or
other materials have been used without permission or
even without being referred to (with links/listing sources)?
8%
18%
27%
43%
3%
Once 2-5 times More than 5 times Never Other
32%
15%
40%
5%
8%
Yes Yes, although
they did not ask
No, because
they did not ask
No, because
I did not want to
Other

Koliko dugo bloguješ?Sharing knowledge at conferences
N E T W O R K
77% of bloggers have never ofﬁcially
blogged from conferences/seminars.
Bloggers who have cooperated with brands
more frequently, also attend conferences more.
Have you attended any
seminars/conferences as an ofﬁcial blogger?
23%
77%
Yes
No
48%
52%
Yes
No

Rights and liberties
Between identity and pseudonym, freedom of
expression and pressures, rights and obligations

Anonymity and the public
More than half of bloggers
write under their name.
N E T W O R K
Bloggers from Bosnia and Herzegovina write
under a pseudonym more often than others.
42%
32%
22%
4%
Under their full name
and surname
45%
30%
47%
30%
67%
48%
23%
52%
37%
30%
26%
43%
27%
16%
13%
40%
9%
5%
2%
3%
7%
Serbia
Bosnia and
Herzegovina
Croatia
Macedonia
Montenegro
Slovenia
Under full name and surname Using a nickname or pseudonym
Both under full name and surname and using a nickname or pseudonym In the name of an organization (as a corporate blogger)
Using a nickname
or pseudonym
Under their full name
and surname and using
a nickname or pseudonym
In the name of
an organization
(as a corporate blogger)

Freedom of speech on the Internet
N E T W O R K
Half of bloggers think that freedom of speech on the Internet is endangered.
39%
11%
50%
Yes
Yes, bloggers
are especially
under pressure
No
Do you believe that freedom of speech on the Internet is endangered?

Freedom of expression through blogging
4 out of 5 bloggers
still feels free to write
their blog
N E T W O R K
Macedonians, more than other nations in the region, feel that freedom of speech
on the Internet is endangered and that bloggers are especially under pressure.
79%
21%
Yes No Yes, generally + Yes, bloggers are especially under pressure No
Serbia
Bosnia and
Herzegovina
Croatia
Macedonia
Montenegro
Slovenia
53%
42%
47%
20%
47%
57%
47%
58%
53%
80%
53%
43%
Do you think that freedom of speech on the Internet is endangered?

Resisting the pressure
Men are more often under pressure because of their blog.
N E T W O R K
But they still feel more at liberty to write.
58%
39%
40%
59%
2%
2%
Men
Women
Have you ever suffered
certain consequences
because of what you
wrote on your blog?
Yes
No
Other
83%
77%
17%
23%
Men
Women
Do you feel free to write
whatever you want
on your blog?
Yes
No

Blogging experience inﬂuences the negative consequences
N E T W O R K
The longer they write, the bigger pressure they feel.
17%
15%
30%
34%
27%
36%
40%
68%
83%
85%
70%
66%
70%
61%
57%
31%
0% 0% 0% 0%
4% 3% 3% 2%
Shorter than a month 1-5 months 6-11 months One year Two years Three years Four years Longer than four years
Yes No Other
Have you ever suffered certain consequences because of what you wrote on your blog?

Blogging experience inﬂuences copyright
infringement experiences
N E T W O R K
4%
15%
8% 7% 11% 13%
8%4%
4%
22%
17% 16%
20% 19%
22%
4%
9%
8%
23%
27% 26%
42%87%
78%
52%
64%
53%
41% 40%
23%
4% 4% 4% 4% 1% 2% 5%
Shorter than
a month
1-5 months 6-11 months One year Two years Three years Four years Longer than
four years
Once 2-5 times More than 5 times Never Other
7%
The longer they write, the more often they encounter copyright
infringement and intellectual property theft.
Have you noticed that your texts, photographs, quotes or other materials have been used
without permission or even without being referred to (with links/listing sources)?
40% of bloggers never react
to copyright infringement.
Have you reacted to intellectual
property theft?
59%
41%
Yes No

Not reacting…because it is “pointless”
N E T W O R K
Bloggers who do not react, do it
because they believe it is pointless.
Why have you not reacted?
Bloggers from Slovenia and Serbia are more
convinced that it is “pointless” to react.
Have you reacted to intellectual property theft?
75%
Serbia
Bosnia and
Herzegovina
Croatia
Macedonia
Slovenia
I did not know who to turn to Other
12,5% 12,5%
65% 7% 11% 17%
58% 16% 16% 10%
40% 40% 20%
40% 30% 20%10%
I thought it was pointless I did not want to make enemies
Have not reacted to theft
60%
14%
13%
13%
I thought it
was pointless
I did not want to
make enemies
I did not know
who to turn to
Other

Knowing legal regulations
N E T W O R K
3 out of 5 bloggers do not know the
legal regulations which apply to blogs
or they do not know at all if they exist.
Do you know the legal regulations in your
country when it comes to the rights of bloggers?
Yes
No
Partly
I do not know
that such legal
regulations exist
11%
32%
23%
34%
Slovenian and Croatian bloggers
know legal regulations best.
Do you know the legal regulations in your country
when it comes to the rights of bloggers?
Yes No Partly I do not know if such legal regulations exist
10%
9%
19%
17%
14%
27%
31%
30%
25%
17%
57%
41%
27%
18%
20%
14%
18%
32%
43%
36%
66%
15%
14%
Serbia
Croatia
Macedonia
Montenegro
Slovenia
Bosnia and
Herzegovina

Thank you, bloggers, now we know
who you are and how you feel!
#SupportTheBlogosphere
How are you, bloggers? Research #Blogometar15

Blogosphere is a resort for bloggers and other
thinking people. Being a part of it is a big deal,
but supporting it helps creating a better society.
– Dragana Đermanović
Chief Executive Ofﬁcer, BeeBlog Network

#Blogometar15 was conducted by the ,BeeBlog Network
the largest blogging network in Southeast Europe
info@beeblog.network

[presentation] Blogometar15 v3.0

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[presentation] Blogometar15 v3.0