Bloggers are younger and higher percentages are Hispanic & African American than the general population. A higher percentage of Democrats than of Republicans are blogging.

Now that Blogging might better be called a market segment rather than a market niche, it’s useful with regard to positioning the marketing message to understand what a Blogger looks like, as distinguished from the rest of the population. According to the BIGresearch Simultaneous Media Survey, 26% of all adults say they regularly or occasionally blog. Of those:

• 53.7% are male
• 44.7% are married
• 28.4% hold a professional or managerial position
• 10.4% are students.

Bloggers tend to be younger, averaging 37.6 years old, compared to 44.8 for adults 18+ (the “general population”). Ethnically:

• 69.7% of Bloggers are White/Caucasian (vs. 76.1%)
• 12.2% are African American/Black (vs. 11.4%)
• 3.7% are Asian (vs. 2.0%)
• 20% of Bloggers are Hispanic, compared to 14.8% of adults 18+

In addition, Bloggers report a lower income ($55,819 vs. $56,811) and are better educated (14.3 years of education vs. 14.2).

Political blogs are becoming increasingly common, especially in this election year, where 24.6% of registered voters say they regularly or occasionally blog. Political affiliation of regular/occasional Bloggers look like this in 2008:

• 37.6% of Libertarians regularly/occasionally blog
• 26.9% of Democrats
• 25.7% of Independents
• 22.9% Republicans

Analysis of Bloggers shows that they are using most forms of new media significantly more than the average market.

Although Bloggers are more likely to use new media, the analysis finds that more conventional forms of media trigger their Internet searches. Magazines, at 51.6%, rank highest, followed by:

• 48.8% reading an article
• 46.1% broadcast TV
• 44.5% cable TV
• 42.5% face-to-face communication
• 39.7% newspaper

Gary Drenik, President of BIGresearch, concludes ?”Bloggers are a diverse group and not who you would expect…”

For more information, please visit BIGresearch here.

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In a recent ICOM survey of U.S. shoppers, 77% of the respondents in the 18-34 age group see their coupon use increasing if they could use some form of paperless coupon technology … and 63% of those 35-54 said paperless would increase their usage.

The mobile phone is one of the best ways to reach the elusive set of 18-34 year-old adults who have disposable income to spend, brands with which to affiliate, but neither the time nor interest to read newspapers or watch scheduled television.

San Jose-based Cellfire has been working hard for over five years to meet that demand. Cellfire is the only nationwide discount offer service, enabling consumers to conveniently receive and retain savings right on their mobile phones. Today, 68% of Cellfire users are between the age of 18-34, and 27% are over 35.

Currently they offer coupons for popular retailers such as Hollywood Video, Hardee’s, Domino’s Pizza, T.G.I. Friday’s, Peet’s Coffee, 1-800-flowers.com, Omaha Steaks, North Beach Pizza, Pizz’a Chicago and more directly to your cell phone. The service is available on all major cell carriers.

There is no need to clip paper coupons and bring them with you when you shop. Instead Cellfire is available to use right on your phone when you are shopping.

Coupons for the retailers are available within the downloaded application and change all the time. No more checking e-mail or surfing the Web looking for deals. Consumers can quickly and easily navigate through coupons and discount offers by menus — without sifting through text messages

When you are in the store, browse through the coupon menu and when you find one you want, click on “Use Now.” Show the cashier the coupon number and get the discount on the spot.

Cellfire is moving into the grocery business next. Their mobile grocery coupon service will provide shoppers at major grocery chains with exclusive discounts directly using their mobile phones and grocery savings cards.

Many consumer brands are already on board, including General Mills, Procter & Gamble and Kimberly-Clark. They will be announcing the program launch in the coming months.

Cellfire claims astounding redemption rates of 5-15%, making this an excellent place for advertisers to connect with their market, drive incremental sales and generate brand awareness.

www.cellfire.com

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