UK Parent Blogger Benchmark Survey 2012

An Influential Community 21% of UK women read parenting blogs weekly 50% of bloggers have made a purchase because of a blog recommendation Tots100 bloggers have a weekly audience of 500,000 readers 4,000+ active UK parent blogs

Who are Parent Bloggers? 97% of parent blogs are written by women 90% are married 75% have 1 or 2 children 57% aged 30-40

The Digital Parent 98% of Mum bloggers use Twitter and Facebook 90% use a smartphone 34% also own an iPad 89% go online daily

More Than Just a Mum

Virtually all parent blogs cover topics other than parenting, including:

Travel/Days Out (57%)

Cookery/Food (51%) Shopping (47%) TV/books (41%)

Crafts (41%)

Why do parents blog? 82% of Mum bloggers started blogging as a creative outlet 72% say they blog to capture family memories

Blogging is Oh-So Social 50% of Mum bloggers have met other local bloggers 45% have attended a PR or brand event 30% have attended a blog conference or workshop

Blogging for Fun 75% of Mum bloggers say blogging makes them happier 50% say blogging offers vital emotional support 30% say blogging makes them better informed

Savvy Shoppers

93% of Mum bloggers research online before making important purchases 50% have made a purchase based on a blog recommendation

PR Friendly 82% of bloggers welcome contact from brands and PRs 75% received free products in 2012

PR Friendly

Bloggers are interested in:

Reviews (92%) Events (77%)

Paid Posts (69%)

Less than half are interested in press releases and product info

Changing Landscape The number of blogs accepting paid links fell from 49% in 2011 to 20% in 2012 75% of blogs have made no changes to their site in light of EU Cookie Regulations

Thorny Issues 90% of Mum bloggers think disclosure is important A third have been asked by a brand NOT to disclose a payment

The PR Conundrum Many brands are targeting the same small number of bloggers. 50% of blogs receive one or fewer PR pitches per week 7% of blogs receive more than 25 per week

What we Do

Tots100 is a network of 4,000+ active UK parent blogs

We work with brands to devise

and deliver blogger outreach that gets parents talking

Tots100Ads is a new ad network

for UK parent blogs, from Tots100

www.tots100.co.uk

@tots100