Technology and web companies top the list of brands most blogged about by Brits, according to a recent “Blogs and Brands: A Study of the British Blogosphere” by Prompt Communications Ltd.
In a one month period, a selection of 100 UK-based blogs mentioned Apple brands 51 times, closely followed by the BBC, with 47 mentions.
Google came in third, followed by social network Facebook; Nintendo in fifth place; Marks & Spencer retailers and Microsoft in joint sixth; Adobe, Sony, and YouTube in joint seventh; broadcaster Sky in eighth; Nokia, plus retailers IKEA and Tesco in joint ninth; and a whole range of brands including eBay, Ford, the NHS, and Starbucks, in joint tenth.
iPods and Macs were mentioned many times, as was the Nintendo Wii, the Nokia N82 mobile phone, and Sony’s Playstation consoles.
Topping the main themes blogged about was Christmas — not surprising given that the survey was conducted between 17th December 2007 and 16th January 2008 — followed by work, family, technology, New Year’s Eve, shopping, travel, TV, blogging itself, and New Year’s Resolutions.
A total of 908 blog posts were posted by the 100 bloggers during the study period, and a total of 1,495 nationally-recognisable brands and products were mentioned at least once.
Of the bloggers themselves, the report says:
There is a persistent stereotype of the blogger as a lonely, male, geek with nothing to say and no writing skills with which to say it. The 100 bloggers chosen at random for this study turned out to represent a wide cross-section of society, from teenagers to grandparents, from factory workers to journalists, and with an almost 50:50 gender split (39 declared themselves to be female and 38 declared themselves to be male, the others did not make their gender explicit). It’s our opinion that online journals like these reveal more about the daily preoccupations of today’s Britons than any artificially-created focus group could ever provide.
The full study is available from Prompt Communications as a PDF download (Registration required).