Gay, Lesbian Blog Readership Steadily Rises
More than half (54%) of gay men and lesbian respondents report reading some type of blog as of June 2010, compared to only 40% of heterosexuals. This represents an incremental increase from March 2008 when 51% of gay and lesbian respondents reported reading some type of blog. A similar question was asked in November 2006 and at that time, only 32% of gay and lesbian adults reported reading blogs.
Gays, Lesbians Lead Blog Readership across Categories
When it comes to the types of blogs popular with Americans, the survey also found 36% of gay and lesbian adults read news and current issue blogs, compared to 25% of heterosexual adults. One-quarter (25%) of gay and lesbian adults also read entertainment and pop culture blogs, compared to 16% of heterosexuals.
Furthermore, 22% of gay and lesbian adults also read political blogs, compared to just 14% of heterosexual adults. Confirming their sustained strong connection with travel news and opportunities, 16% of gay and lesbian respondents report reading travel blogs, compared to 8% of heterosexual respondents.
Not surprisingly, more than one-third (35%) of all lesbian and gay male adults report they read blogs specifically tailored for gay and lesbian news and interests.
Frequency of Blog Visits Varies
Although overall gay and lesbian blog readership is higher than heterosexual blog readership, in some blog categories heterosexuals actually visit daily with a higher rate of frequency. In the personal blog category, 24% of heterosexuals visit daily, compared to 20% of gays and lesbians. Heterosexuals are also slightly more likely to visit news and current issues blogs (25% compared to 24% daily visit rate.)
However, on a daily basis, gays and lesbians are substantially more likely to visit entertainment/pop culture blogs (29% compared to 16% daily visit rate) and political blogs (28% compared to 20% daily visit rate). Visit rate of less than once a month was substantially higher for heterosexuals across all blog categories.
More than half (53%) of gays and lesbians also say they visit gay and lesbian blogs weekly, and one in five (19%) do so daily. Heterosexual readership in this blog category was not tracked.
Younger Americans Lead Blogging
Most global bloggers are between the ages of 21 and 35 and located in the US, according to new data from social media consulting firm Sysomos. Slightly more than half (53.3%) of bloggers are in the 21-to-35 age demographic. Bloggers age 20 and younger are the next-largest age segment (20.2%), closely followed by 36-to-50-year-olds (19.4%). Only 7.1% of bloggers are age 51 or older.
About the Data: This survey of 2,412 U.S. adults, (ages 18 and over), of whom 271 self identified as gay or lesbian, was conducted online between June 14 – 21, 2010, by Harris Interactive.