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Understanding the BlogHer Network Audience: Demographics, Shopping Habits, and Interests

The BlogHer network audience, defined by Nielsen Online's @Plan, showcases a young, affluent demographic primarily aged 25-39, well-educated with a significant portion holding post-graduate degrees. This audience is highly engaged online, with a penchant for consumer electronics, automotive purchases, gourmet food, and personal finance. Geographically diverse, they inhabit both large and small U.S. markets. Insights into their shopping habits reveal a strong inclination towards online purchasing across categories such as health, family, travel, and entertainment.

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Understanding the BlogHer Network Audience: Demographics, Shopping Habits, and Interests

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  1. Defining the BlogHer Network Audience

  2. Nielsen Online @Plan Helps usDefine the BlogHer Audience • Who they are • What they buy • Where they go for leisure activities • How they are geographically dispersed in the U.S. • When they are making life stages changes 2

  3. Demographic Profile: They are young, well educated and affluent • Top Index Profile Points: • Work in a high tech industry (160) • Have Post Grad college degree (152) • Age 25-39 (145) • Have Children under age 2 (132) • HH Income $150K+ (121) • Professional (136) 3 Source: Nielsen Online @Plan Spring 2010

  4. Computer-Electronics: They spend a lot of $$ on consumer electronics • Top Index Profile Points: • Shopped online for video games (236) • Purchased computer hardware for work (209) • Purchased a smart phone anywhere (181) 4 Source: Nielsen Online @Plan Spring 2010

  5. Car and Truck: They use the Internet to help with automotive decisions • Top Index Profile Points: • Purchased auto loans online (200) • Own a Saab (206) • Purchased Auto Insurance online (177) 5 Source: Nielsen Online @Plan Spring 2010

  6. Finance: They are savvy with money • Top Index Profile Points: • Shopped online for a new credit card (199) • Purchased Money Market Fund online (186) • Purchased stocks online, last 6 months (163) 6 Source: Nielsen Online @Plan Spring 2010

  7. Food and Beverage: BlogHer users are Foodies • Top Index Profile Points: • Bought Jamba Juice, last 7 days (246) • Heavy online spending for gourmet food (220) • Purchased Heineken light beer last 7 days (216) 7 Source: Nielsen Online @Plan Spring 2010

  8. Games and Hobbies: Eclectic and Diverse interests…Museums and College Football! • Top Index Profile Points: • Shopped online for computer software games(228) • Purchased College Football tickets online (264) • Purchased Ballet/Dance tickets online (181) 8 Source: Nielsen Online @Plan Spring 2010

  9. Geography: Dispersed across markets large and small • Top Index Profile Points: • Colorado Springs(310) • Austin (199) • Kansas (159) • Large Markets: • San Francisco (146) • Boston(137) • Chicago (121) 9 Source: Nielsen Online @Plan Spring 2010

  10. House and Real Estate • Top Index Profile Points: • Heavy spending for Home Improvement online or offline (275) • Purchased gardening tools online (180) • Shopped for appliances online (188) 10 Source: Nielsen Online @Plan Spring 2010

  11. Health and Family: Online purchases for the busy BlogHer user • Top Index Profile Points: • Bought educational software online (216) • Bought family Health Insurance online (233) • Purchased toys online (234) 11 Source: Nielsen Online @Plan Spring 2010

  12. Influencer-Advisor: BlogHer users provide frequent advice about everything • Top Index Profile Points: • Posted or sought product review last 30 days (184) • Provides frequent advice about websites and Internet(157) • Provides frequent advice about online shopping(159) 12 Source: Nielsen Online @Plan Spring 2010

  13. Internet Access and Activities: One of the most digitally savvy audiences online • Top Index Profile Points: • Listened to live concert online (222) • Published a blog last 30 days (220) • Watched a “how-to” video online(208) 13 Source: Nielsen Online @Plan Spring 2010

  14. Shop Products: BlogHer Users Shop ‘Til They Drop • Top Index Profile Points: • Purchased videogames online (236) • Shopped online for books on tape (260) • Bought cosmetics online (229) • Bought movie tickets online (224) 14 Source: Nielsen Online @Plan Spring 2010

  15. Shop Stores: Clothes, Home and Electronics • Top Index Profile Points: • Express (244) • The Body Shop (231) • Restoration Hardware (227) 15 Source: Nielsen Online @Plan Spring 2010

  16. Telco: Smart Phones Rule for BlogHer Users • Top Index Profile Points: • Watched video on the phone last 30 days (189) • Shopped online from a cell phone last 30 days (185) • Listened to MP3 music on cell phone (177) 16 Source: Nielsen Online @Plan Spring 2010

  17. Travel • Top Index Profile Points: • Stayed at Hyatt for business, last 3 months (208) • Extended Stay America for business or vacation (236) • Stayed at Radisson Hotel for business (209) 17 Source: Nielsen Online @Plan Spring 2010

  18. Audio-Radio • Top Index Profile Points: • World music genre (208) • Children’s Music(206) • Live concerts online last 30 days (222) • Top Music Genre by % Comp: • Classic Rock (30%) • Country (23%) • Soft Rock (22%) 18 Source: Nielsen Online @Plan Spring 2010

  19. Video/TV/Movies: Calling all Movie Studios, BlogHer Users Buy Tickets Online • Top Index Profile Points: • Purchased movie tickets online (214) • Watched a TV program based on an online ad (228) • Shopped online for DVD of TV shows (211) 19 Source: Nielsen Online @Plan Spring 2010

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