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Austin, TX; Portland, OR; San Francisco and Seattle are the Top Blogging Markets

Bloggers* are attracted to new technology; more likely to download media
and take interest in user generated content

NEW YORK, Oct. 24 /PRNewswire/ — Scarborough Research, the leading
local market research firm for identifying consumer and retail behaviors in

the United States, finds that Austin, TX, Portland, OR, San Francisco and

Seattle are the top markets for people who read or contributed to blogs.

Fifteen percent of adults in Austin are bloggers*, and they are 78
percent more likely than the national average to be in this consumer group.
Fourteen percent of Portland adults are bloggers; followed by San Francisco
and Seattle, with 13 percent of adults blogging in these cities.
Nationally, eight percent of all consumers are bloggers.

The top cities for bloggers have tech savvy and youth in common.
Thirty- seven percent of Austin adults are between the ages of 18-34; they
are 20 percent more likely than the national average to be within this age
range. Adults in Austin and Portland are attracted to new technology.
Austin adults are 17 percent more likely than adults nationally to be a
part of a household that owns a DVR and 51 percent more likely to be a part
of a household that owns a PDA. Portland adults show signs of new
technology ownership and willingness to adopt other new tech items. Adults
in Portland are 13 percent more likely than the national average to be a
part of a household that subscribes to satellite TV, and 18 percent more
likely to be members of households that plan to subscribe to satellite TV
within the next year.

“Not surprisingly, the cities that rank highly for bloggers are also
prominent Internet-usage markets. Austin and San Francisco adults, for
example, are more likely than the average to have a broadband connection at
home,” said Gary Meo, senior vice president, print and digital media
services. “Additionally, Austin, Portland, San Francisco and Seattle are
markets with large high-tech economies.”

Other Internet behaviors of bloggers suggest an attraction to user
generated content. Bloggers are more than three times more likely than all
Internet users to download Podcasts, and more than twice as likely to
download/watch videos online. Twenty-Five percent of bloggers download or
listen to audio clips online as opposed to the 8 percent of all other
connected adults.

Bloggers are also adopters of new technology. They are 76 percent more
likely than all Internet users to be a part of household that owns a PDA,
54 percent more likely to have an MP3 player and 37 percent more likely to
have a satellite radio subscription.

“Bloggers tend to have a different relationship with the Internet than
the average user. They are more likely to advantage of its utility for
standard household and personal tasks, such as email, shopping and online
banking,” said Mr. Meo. “Given that they are contributing to the content of
the Internet itself, it’s not surprising that bloggers are more advanced
online than your average Internet user, and more tech savvy overall.”

Demographically, bloggers are young and hail from middle class
families. They are 66 percent more likely than the national average to be
between the ages of 18 and 34. Fifty percent of bloggers are part of a
household that has children under 17, as opposed to 41 percent of the total
population. Bloggers are 20 percent more likely than the national average
to have an annual household income between $50k and $100k per year.

Source: Study Scarborough USA+ 2007 Release 1 (Current Release). Based on
Total Adults. DMA or Designated Market Area is a trademark of Nielsen Media
Research

Scarborough Local Market Analysis:
Top Local Markets for Bloggers

About Scarborough Research

Scarborough Research, a Media Rating Council (MRC) accredited media and
marketing service, http://www.scarborough.com, info@scarborough.com measures the
lifestyle and shopping patterns, media behaviors, and demographics of
American consumers. Products and services include consumer insight studies
in 81 Top-Tier Markets, The Multi-Market Study, Scarborough USA+ (a
national database), Hispanic studies, and custom research solutions. With
more than 30 years of experience, Scarborough measures 2,000 consumer
categories and serves a broad client base that includes marketers,
advertising agencies, print and electronic media (broadcast and cable
television, radio stations) sports teams and leagues, and out-of-home media
companies. Surveying more than 220,000 adults annually, Scarborough is a
joint venture between Arbitron Inc. http://www.arbitron.com and The Nielsen
Company http://www.nielsen.com.

Blogger* — Adult who has read or contributed to a blog within the past
30 days

Internet Users** — Adults who have accessed the Internet within the
past 30 days