Technorati (a service which indexes weblog postings) has produced its latest and most elaborate report to date on bloggers. Notable by its absence is what was a prominent (and dubious) feature of earlier reports - a graph showing a steady rise in the number of blogs and bloggers. Instead they are satisfied to remark that there are “widely disparate estimates of both the number of blogs and blog readership. All studies agree, however, that blogs are a global phenomenon that has hit the mainstream.” Well, mainstream in terms of numbers of people who have ever read a blog perhaps but blog writing is still very much the act of a small minority, at least in the US and UK, according to representative surveys - Pew found in May 08 just 5% of US online users posted to blogs on a given day and 12% had ever done so.
Technorati have commissioned a survey (see their methodology description) of random Technorati customers (already, one should note, a skewed sample since only a fairly engaged weblog user would be interested in the services Technorati uses). They had 1,290 responses from 66 countries but give no data on how many people were contacted, so lacking a response rate it’s hard to know how this might further skew their information.
This caveat aside, their survey does contain one piece of information that is new - at least to me - a picture of the mean and median income bloggers get from advertising. Well, they find that 46% of bloggers don’t have ads on their blogs. Of those remaining, it’s striking (if not surprising) that income is highly skewed. Among European bloggers for example, the mean income is $9,040 a year, while the median is just $200. Personally I am skeptical that the actual median income from blog ads is even that high but would be interested to learn if anyone had come up with more reliable figures.