The Tots100 has grown substantially in recent months, with more than 300 new parent blogs joining us in the past 6 weeks. Our network now includes well over 1,000 of the UK’s most popular and influential Mummy and Daddy blogs.
So we thought it was the perfect time to launch the first annual Tots100 Parent Blogging Benchmark Survey, providing some insight into just who Tots100 bloggers are, where they live, why they blog, and what they think about being Mummy and Daddy bloggers.
We surveyed 250 of our members during February 2011 about why and how they blogged, and what motivates them to keep blogging about their families.
Summary of Key Findings
The survey focuses on who parent bloggers are, and what emerges is a picture of true diversity – parents who blog include young Mums of babies and older men and women with children well into their teenage years. While parents in the South East are the most likely to blog about their families, parent bloggers can be found in all corners of the UK.
We asked our bloggers about their motivations for blogging, and what they like to write about. We also delved into bloggers’ relationships with brands – how many brands they work with, what sort of commercial content they run, and what they do and don’t like about these interactions.
In 2011, the communication between parent bloggers and PR professionals has exploded, with the majority of bloggers now receiving far more PR pitches than ever before. Parent bloggers generally welcome this contact – three quarters of respondents said they do publish some commercial content on their blogs, whether that’s advertising, sponsored posts or product reviews.
However, this commercial content isn’t what drives parent bloggers to blog about their families – bloggers told us that their main motivation for blogging is simply to record memories of family life while children are growing up, while many bloggers also valued the friendship and network opportunities that blogging gave them. Working with PRs might enable Tots100 bloggers to make money, but more importantly it provides their children with new opportunities and experiences.
The Tots100 Parent Blogging Benchmark Survey is part of the new Tots100 Insights service, which provides brands with insights into what British Mummy and Daddy bloggers are thinking, doing – and buying. Visit the Tots100 advertising page for further information if you are interested in reaching our parent blogging community.
Interesting read, especially the age of female parent bloggers, wouldn’t have realised it was that high.
Thanks Alex. Clearly it’s because we all look so young, right?
(Obviously, I’m not a day over 21)
That’s interesting. Thanks.
You’re welcome!
That’s really interesting – I’ve just learned I’m very average lol
Me too, I suspect!
You aren’t the only one
Really interesting read. I didn’t know they would be around my age. x
wow I always thought most mummy bloggers were around my age. I feel young now (I’m 25 this week).
I get annoyed when companies ask if I want to go to London and not pay my train ticket. Grrr…
Nice work – some interesting stats there and it looks like the people surveyed were very honest.
Fascinating stuff Sally.Let’s hope PR’s take note
Interesting read, I’m surprised about the age thing, thought I was one of only a few granny mummies .
Interesting stuff. I think that parent blogs offer a great level of support to first time parents who are scared of everything to start with.
As long as parent bloggers actually endorse the products PRs are approaching them with, the PR/blogger relationship is adding greater value for the readers who ‘lurk in the background’.
Great read, very useful for the PR companies
Look how many of us live in the MIDDLE of the country!! Thanks for this Sally v intersting. I feel quite sprightly now despite the big 40 approaching fast
Feeling like I’m an old(ish) blogger with an old(ish) blog!
A fascinating read.