Two-fifths of U.S. Adults Who Are Online Have Read Political Blogs

But less than one in 10 have ever posted a comment on a blog



13 Apr, 2005, 01:00 ET from Harris Interactive

    ROCHESTER, N.Y., April 13 /PRNewswire/ -- In 2004, the relatively new
 phenomenon of political blogs became part of the U.S. presidential election,
 bursting onto the political scene. This breakthrough was powered by the fact
 that two-fifths (44%) of U.S. adults who are online have read a political
 blog, with more than a quarter (27%) reading them once a month or more.
 Despite the relatively high proportion of respondents reading political blogs,
 just seven percent of adults who are online have ever posted a comment on one.
 Even among those who read political blogs, only 15 percent have posted a
 comment.
     These are some of the results of a nationwide online survey of 2,630 U.S.
 adults who are online, conducted by Harris Interactive(R) between March 8 and
 14, 2005.
 
     Other interesting results include:
 
      * Online adults with a college or postgraduate degree (52%) are
        significantly more likely to have read a political blog than those who
        have attended just some college (46%) or those with a high school
        degree or less (33%).
 
      * There is a gender gap in reading political blogs -- men are more likely
        than women to read them (48% to 40%).
 
      * While political liberals (52%) are more likely to read political blogs
        than their conservative (48%) or moderate (46%) counterparts, it is
        interesting to note there is almost no difference in the percentage of
        Republicans, Democrats, or Independents who log on to these online
        journals.
 
      * Among online adults who have read a political blog, more than half
        (53%) say they spend less than 15 minutes in a typical reading session.
        Postgraduates, who are more likely to read political blogs, read these
        postings quickly -- 67 percent spend less than 15 minutes in a typical
        session.
 
      * Political liberals (13%) are significantly more likely to have posted a
        comment on a political blog than either conservatives (7%) or moderates
        (7%). There is no difference, however, by party identification.
 
      * Among online adults who have posted comments to a political blog, the
        majority have posted five or less times in the past year (20% once and
        50% two to five times). Liberals (28%) are significantly more likely
        than conservatives (20%) or moderates (17%) to be frequent posters,
        posting 10 or more times in the past year. Democrats (22%) who post to
        political blogs are significantly more likely than Republicans (17%) to
        have posted 10 or more times in the past year (20% of Independents have
        posted this frequently).
 
                                    TABLE 1
                 READ POLITICAL BLOGS - BY EDUCATION AND GENDER
                 "About how often do you read political blogs?"
     Base: All Adults Online
 
                       Total
                     (n=2,630)           Education                 Gender
                              H.S. or  Some    College Post    Male    Female
                               less   College   Grad   Grad (n=1,250)(n=1,380)
                              (n=585)(n=1,179) (n=428)(n=438)
                         %       %      %        %       %       %        %
     Read blogs (Net)   44       33     46       54      50      48       40
     Once a month
      or more (Net)     27      18      31      34      32       30       25
       At least once
        a day            5       3       6       6       3        6        3
       2-3 times a
        week             7       4       8       9      12        8        7
       Once a week       6       5       6       6       8        7        5
       2-3 times a
        month            5       3       5       7       4        4        5
       Once a month      5       3       6       6       5        5        5
       Less than
        once a month    16      15      15      20      17       18       15
     Never read         56      67      54      46      50       52       60
 
 
                                    TABLE 2
          READ POLITICAL BLOGS -- BY PARTY ID AND POLITICAL PHILOSOPHY
                 "About how often do you read political blogs?"
     Base: All Adults Online
 
                 Total
               (n=2,630)         Party ID             Political Philosophy
                         Repub-  Democrat Indepen-  Conser-  Moderate Liberal
                          lican            dent      vative
                        (n=814)   (n=878)  (n=641)   (n=729) (n=991) (n=514)
                   %       %         %       %          %       %       %
     Read blogs
      (Net)       44       45       47       43         48      46      52
     Once a
      month or
      more (Net)  27       29       31       27         29      30      36
       At least
        once a
        day        5        6        7        2          7       3       8
       2-3 times a
        week       7        7        7        9          8       8       8
       Once a
        week       6        8        5        5          7       6       8
       2-3 times
        a month    5        5        4        6          4       6       6
       Once a
        month      5        4        7        5          3       6       7
       Less than
        once a
        month     16       16       16       16         19      17      16
     Never read   56       55       53       57         52      54      48
 
 
                                    TABLE 3
             TYPICAL POLITICAL BLOG SESSION LENGTH -- BY EDUCATION
 "When you log on to read political bogs, about how long does a typical session
                                     last?"
     Base: Have Read Blog
 
                         Total                    Education
                       (n=1,193)  H.S. or       Some     College     Post
                                   less        College    Grad       Grad
                                  (n=203)      (n=555)   (n=220)    (n=215)
                           %         %            %         %          %
     Less than 15
      minutes             53         52           51        51         67
     15-29 minutes        22         16           26        26         18
     30-59 minutes         6          7            4         6         11
     1 hour or more        2          2            2         1          1
     Not sure             16         23           16        16          3
 
 
                                    TABLE 4
   POSTED COMMENT ON POLITICAL BLOGS -- BY PARTY ID AND POLITICAL PHILOSOPHY
             "Have you ever posted a comment on a political blog?"
     Base: All Adults Online
 
          Total              Party ID                  Political Philosophy
        (n=2,630) Republican Democrat Independent Conservative Moderate Liberal
                   (n=814)   (n=878)    (n=641)     (n=729)    (n=991) (n=514)
            %         %         %          %           %         %        %
     Yes    7         7         7          8           7         7       13
     No    91        92        90         90          92        91       85
     Not
      sure  2         1         3          2           1         2       1
 
 
                                    TABLE 5
  FREQUENCY OF POSTING POLITICAL BLOG COMMENTS / PAST YEAR -- BY PARTY ID AND
                              POLITICAL PHILOSOPHY
                 "How often have you posted in the past year?"
     Base: Have Posted On Blog
 
             Have             Party ID              Political Philosophy
            Posted    Repub-  Democrat* Indepen-  Conser- Moderate Liberal
            On Blog    lican*            dent*     vative
            (n=224)   (n=60)   (n=80)    (n=63)    (n=61)  (n=84)  (n=72)
              %         %         %        %         %        %       %
     Once     20        29        21       14        16       15      25
     2-5
      times   50        48        54       61        57       63      33
     6-9
      times    9         6         4        6         7        5      14
     10 or
      more
      times   21        17        22       20        20       17      28
     * Very low base. Results should only be used directionally.
 
     Methodology
     The Harris Poll(R) was conducted online within the United States between
 March 8 and 14, 2005 among a nationwide cross section of 2,630 adults aged 18
 and over, of whom 1,193 have read political blogs and 224 have posted on a
 blog. Figures for age, sex, race, education, region and household income were
 weighted where necessary to bring the sample of adults into line with their
 actual proportions in the population. Propensity score weighting was also used
 to adjust for respondents' propensity to be online.
     In theory, with probability samples of this size, one could say with 95
 percent certainty that the results for the overall sample have a sampling
 error of plus or minus 2 percentage points. Sampling error for the various
 sub-sample results is higher and varies. Unfortunately, there are several
 other possible sources of error in all polls or surveys that are probably more
 serious than theoretical calculations of sampling error. They include refusals
 to be interviewed (non-response), question wording and question order, and
 weighting. It is impossible to quantify the errors that may result from these
 factors. This online sample is not a probability sample.
     These statements conform to the principles of disclosure of the National
 Council on Public Polls.
 
     About Harris Interactive(R)
     Harris Interactive Inc. (http://www.harrisinteractive.com ), the 15th
 largest and fastest-growing market research firm in the world, is a Rochester,
 N.Y.-based global research company that blends premier strategic consulting
 with innovative and efficient methods of investigation, analysis and
 application. Known for The Harris Poll(R) and for pioneering Internet-based
 research methods, Harris Interactive conducts proprietary and public research
 to help its clients achieve clear, material and enduring results.
     Harris Interactive combines its intellectual capital, databases and
 technology to advance market leadership through U.S. offices and wholly owned
 subsidiaries: London-based HI Europe (http://www.hieurope.com ), Paris-based
 Novatris (http://www.novatris.com ), Tokyo-based Harris Interactive Japan,
 through newly acquired WirthlinWorldwide, a Reston, Virginia-based research
 and consultancy firm ranked 25th largest in the world, and through an
 independent global network of affiliate market research companies. EOE
 M/F/D/V.
     To become a member of the Harris Poll Online(SM) and be invited to
 participate in future online surveys, visit http://www.harrispollonline.com .
 
      Contacts:
      Nancy Wong
      Harris Interactive
      585-214-7316
 
      Kelly Gullo
      Harris Interactive
      585-214-7172
 
 

SOURCE Harris Interactive
    ROCHESTER, N.Y., April 13 /PRNewswire/ -- In 2004, the relatively new
 phenomenon of political blogs became part of the U.S. presidential election,
 bursting onto the political scene. This breakthrough was powered by the fact
 that two-fifths (44%) of U.S. adults who are online have read a political
 blog, with more than a quarter (27%) reading them once a month or more.
 Despite the relatively high proportion of respondents reading political blogs,
 just seven percent of adults who are online have ever posted a comment on one.
 Even among those who read political blogs, only 15 percent have posted a
 comment.
     These are some of the results of a nationwide online survey of 2,630 U.S.
 adults who are online, conducted by Harris Interactive(R) between March 8 and
 14, 2005.
 
     Other interesting results include:
 
      * Online adults with a college or postgraduate degree (52%) are
        significantly more likely to have read a political blog than those who
        have attended just some college (46%) or those with a high school
        degree or less (33%).
 
      * There is a gender gap in reading political blogs -- men are more likely
        than women to read them (48% to 40%).
 
      * While political liberals (52%) are more likely to read political blogs
        than their conservative (48%) or moderate (46%) counterparts, it is
        interesting to note there is almost no difference in the percentage of
        Republicans, Democrats, or Independents who log on to these online
        journals.
 
      * Among online adults who have read a political blog, more than half
        (53%) say they spend less than 15 minutes in a typical reading session.
        Postgraduates, who are more likely to read political blogs, read these
        postings quickly -- 67 percent spend less than 15 minutes in a typical
        session.
 
      * Political liberals (13%) are significantly more likely to have posted a
        comment on a political blog than either conservatives (7%) or moderates
        (7%). There is no difference, however, by party identification.
 
      * Among online adults who have posted comments to a political blog, the
        majority have posted five or less times in the past year (20% once and
        50% two to five times). Liberals (28%) are significantly more likely
        than conservatives (20%) or moderates (17%) to be frequent posters,
        posting 10 or more times in the past year. Democrats (22%) who post to
        political blogs are significantly more likely than Republicans (17%) to
        have posted 10 or more times in the past year (20% of Independents have
        posted this frequently).
 
                                    TABLE 1
                 READ POLITICAL BLOGS - BY EDUCATION AND GENDER
                 "About how often do you read political blogs?"
     Base: All Adults Online
 
                       Total
                     (n=2,630)           Education                 Gender
                              H.S. or  Some    College Post    Male    Female
                               less   College   Grad   Grad (n=1,250)(n=1,380)
                              (n=585)(n=1,179) (n=428)(n=438)
                         %       %      %        %       %       %        %
     Read blogs (Net)   44       33     46       54      50      48       40
     Once a month
      or more (Net)     27      18      31      34      32       30       25
       At least once
        a day            5       3       6       6       3        6        3
       2-3 times a
        week             7       4       8       9      12        8        7
       Once a week       6       5       6       6       8        7        5
       2-3 times a
        month            5       3       5       7       4        4        5
       Once a month      5       3       6       6       5        5        5
       Less than
        once a month    16      15      15      20      17       18       15
     Never read         56      67      54      46      50       52       60
 
 
                                    TABLE 2
          READ POLITICAL BLOGS -- BY PARTY ID AND POLITICAL PHILOSOPHY
                 "About how often do you read political blogs?"
     Base: All Adults Online
 
                 Total
               (n=2,630)         Party ID             Political Philosophy
                         Repub-  Democrat Indepen-  Conser-  Moderate Liberal
                          lican            dent      vative
                        (n=814)   (n=878)  (n=641)   (n=729) (n=991) (n=514)
                   %       %         %       %          %       %       %
     Read blogs
      (Net)       44       45       47       43         48      46      52
     Once a
      month or
      more (Net)  27       29       31       27         29      30      36
       At least
        once a
        day        5        6        7        2          7       3       8
       2-3 times a
        week       7        7        7        9          8       8       8
       Once a
        week       6        8        5        5          7       6       8
       2-3 times
        a month    5        5        4        6          4       6       6
       Once a
        month      5        4        7        5          3       6       7
       Less than
        once a
        month     16       16       16       16         19      17      16
     Never read   56       55       53       57         52      54      48
 
 
                                    TABLE 3
             TYPICAL POLITICAL BLOG SESSION LENGTH -- BY EDUCATION
 "When you log on to read political bogs, about how long does a typical session
                                     last?"
     Base: Have Read Blog
 
                         Total                    Education
                       (n=1,193)  H.S. or       Some     College     Post
                                   less        College    Grad       Grad
                                  (n=203)      (n=555)   (n=220)    (n=215)
                           %         %            %         %          %
     Less than 15
      minutes             53         52           51        51         67
     15-29 minutes        22         16           26        26         18
     30-59 minutes         6          7            4         6         11
     1 hour or more        2          2            2         1          1
     Not sure             16         23           16        16          3
 
 
                                    TABLE 4
   POSTED COMMENT ON POLITICAL BLOGS -- BY PARTY ID AND POLITICAL PHILOSOPHY
             "Have you ever posted a comment on a political blog?"
     Base: All Adults Online
 
          Total              Party ID                  Political Philosophy
        (n=2,630) Republican Democrat Independent Conservative Moderate Liberal
                   (n=814)   (n=878)    (n=641)     (n=729)    (n=991) (n=514)
            %         %         %          %           %         %        %
     Yes    7         7         7          8           7         7       13
     No    91        92        90         90          92        91       85
     Not
      sure  2         1         3          2           1         2       1
 
 
                                    TABLE 5
  FREQUENCY OF POSTING POLITICAL BLOG COMMENTS / PAST YEAR -- BY PARTY ID AND
                              POLITICAL PHILOSOPHY
                 "How often have you posted in the past year?"
     Base: Have Posted On Blog
 
             Have             Party ID              Political Philosophy
            Posted    Repub-  Democrat* Indepen-  Conser- Moderate Liberal
            On Blog    lican*            dent*     vative
            (n=224)   (n=60)   (n=80)    (n=63)    (n=61)  (n=84)  (n=72)
              %         %         %        %         %        %       %
     Once     20        29        21       14        16       15      25
     2-5
      times   50        48        54       61        57       63      33
     6-9
      times    9         6         4        6         7        5      14
     10 or
      more
      times   21        17        22       20        20       17      28
     * Very low base. Results should only be used directionally.
 
     Methodology
     The Harris Poll(R) was conducted online within the United States between
 March 8 and 14, 2005 among a nationwide cross section of 2,630 adults aged 18
 and over, of whom 1,193 have read political blogs and 224 have posted on a
 blog. Figures for age, sex, race, education, region and household income were
 weighted where necessary to bring the sample of adults into line with their
 actual proportions in the population. Propensity score weighting was also used
 to adjust for respondents' propensity to be online.
     In theory, with probability samples of this size, one could say with 95
 percent certainty that the results for the overall sample have a sampling
 error of plus or minus 2 percentage points. Sampling error for the various
 sub-sample results is higher and varies. Unfortunately, there are several
 other possible sources of error in all polls or surveys that are probably more
 serious than theoretical calculations of sampling error. They include refusals
 to be interviewed (non-response), question wording and question order, and
 weighting. It is impossible to quantify the errors that may result from these
 factors. This online sample is not a probability sample.
     These statements conform to the principles of disclosure of the National
 Council on Public Polls.
 
     About Harris Interactive(R)
     Harris Interactive Inc. (http://www.harrisinteractive.com ), the 15th
 largest and fastest-growing market research firm in the world, is a Rochester,
 N.Y.-based global research company that blends premier strategic consulting
 with innovative and efficient methods of investigation, analysis and
 application. Known for The Harris Poll(R) and for pioneering Internet-based
 research methods, Harris Interactive conducts proprietary and public research
 to help its clients achieve clear, material and enduring results.
     Harris Interactive combines its intellectual capital, databases and
 technology to advance market leadership through U.S. offices and wholly owned
 subsidiaries: London-based HI Europe (http://www.hieurope.com ), Paris-based
 Novatris (http://www.novatris.com ), Tokyo-based Harris Interactive Japan,
 through newly acquired WirthlinWorldwide, a Reston, Virginia-based research
 and consultancy firm ranked 25th largest in the world, and through an
 independent global network of affiliate market research companies. EOE
 M/F/D/V.
     To become a member of the Harris Poll Online(SM) and be invited to
 participate in future online surveys, visit http://www.harrispollonline.com .
 
      Contacts:
      Nancy Wong
      Harris Interactive
      585-214-7316
 
      Kelly Gullo
      Harris Interactive
      585-214-7172
 
 SOURCE  Harris Interactive