Bloggers In Depth: Who Are We?

For my #Fitbloggin presentation on branding, I asked healthy living bloggers to take part in an anonymous survey, powered by my sponsor friends at SurveyMonkey (disc). Nearly 400 people responded and the information shared here is part of an ongoing series called “Bloggers in Depth.” The results are available for download here and I invite you to do analysis on your own blog!


We’re an interesting bunch! The highest percentage of people that answered the survey responded that as of January 1, 2011, they were 26-30 years old, with the second largest group coming in at 21-25 years old. So, combined, nearly 2/3 of the respondents are between 21-30 years old.

An overwhelming amount of people who took the survey responded that they are female (94%) and 3/4 of people (about 75%) responded that they have either a bachelor’s or a master’s degree in college.

In terms of household incomes, we’re all over the place! The largest percentage of people (22%) responded that their annual household income comes in at more than $100,000, but 34% of respondents reported an income of between $30,000-$70,000.

Half of us are married (50%) with about 40% of respondents either single or dating.

A whopping 80% of respondents have no children, with the next largest number coming in at 8% of people, who report having two children.

In the next installment, I’ll take a look at the survey results and what they say about who we are as bloggers — what do we blog about and why?

How do you stack up against these numbers? Are you a “typical” blogger or unique, according to these demographics? How can you work with what makes you fit in and what helps you stand out?

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    • says

      Since it’s household income, and not just the income of the respondent, I wonder how much of that percentage includes those with a second income. Still, I wouldn’t mind making over 100K either :)

      Also, as someone who’s single and not currently dating anyone (which really feels SO RARE in blog world), when I looked at the results, I read the relationship status breakdown and saw 50% married, 8% engaged, 22% dating, 1% life partner–for a total of 80% of health bloggers with some sort of significant other.

      I wonder what percentage of bloggers have dogs :)

  1. says

    I’m a little older. I’m in the 31-35 category. I’ve often wondered if that impacts how many readers I get. Do you think that most bloggers read blogs written by people closer to their own age?

    • says

      To an extent, a lot of it is about creating friendships and it’s easiest to connect with people close to your age, interests and lifestyle.

      That said, if you’re sharing interesting, evocative and/or education material on a regular basis, that’s what’s most important.

      But, this is gold for marketers looking to target this demographic – young, health, no kids = more expendable income…etc.

      • says


        I would love it if marketers would work with us in a more targeted way as they learn more about who we REALLY are…here’s hoping!

  2. says

    I have to say I fall pretty close to your averages! I’m a little older than 30, but not by much, and other than that I’m in your majorities! I love seeing results like this – thanks for sharing.

  3. says

    These statistics are really interesting. Prior to looking at this data I had recognized that most bloggers seem to be in their late 20s to earl 30s. As someone on the cusp of the 26-31 age bracket (I have 1 month left as a 25 year old!) I appreciate connecting to [mostly] women who are a bit older that share many of the same interests that I do. Since many of my own friends aren’t as interested in health and fitness, it’s been great common ground to build a new network around!

    • says

      YES! I was hoping people would look at this not as much to figure out where they don’t fit, but to see what a tremendously diverse community we are, with lots of people to learn from. Thanks for seeing that :)

  4. says

    Interesting statistics. I’m older than the normal age range, so if I didn’t feel old before I read those statistics, I do now!

    However, I do fit into the married, no kids, bachelor degreed category.

  5. says

    I’m in the biggest age group and no kids, so I think I’m right in there. But, I’m really surprised the majority doesn’t have kids – I thought mommy bloggers and blog readers were the biggest group!

    • says

      I would love to do the same survey but NOT limit it to so-called Healthy Living Bloggers. Technorati does a huge State of the Blogosphere survey that has some great stats, but maybe there’s a way we can do HLBS 2.0 and market to a broader audience. Because I agree about mommy bloggers.

  6. says

    Pretty typical, age/income/relationship status/education.

    Only one child and I’m curious about the 10% who aren’t married, single, or dating!

    I’m not surprised the majority don’t have kids, from the blogs I read regularly, it’s pretty split.

    I’d be interested to know how many are still in college vs. those who have gone back to school.

    • says

      I know — I was surprised at the money numbers, too. Wait until you see the next few posts in the series when it comes to blog income and readerships!

  7. says

    SO interesting! i have to say i’m a little sad to have aged out of the 26-30 category 5 days ago :)

    i wouldn’t have known how to answer the degree question! {MD = doctorate vs professional? i think the latter but not sure . . .)

    • says

      Hey, just be happy to have aged UP into the awesome crowd (I am biased, of course).

      Hmmm, good point on the questions. I’ll refine for version 2.0 — thanks!

  8. says

    I didn’t take the survey so maybe you already examined this, but did you ask about race and ethnicity? I think that a large majority of healthy living bloggers would identify themselves as white/Caucasian, and I think our community could really benefit from greater diversity in this area.

    • says

      Hey Katie!

      You know, I don’t know if I did ask about ethnicity — and that’s a major mistake on my part. I totally agree that diversity is a hugely important topic as we talk about who makes up our community.

      I’ll go back and look at the questions but be sure to expand that part of us for Version 2.0. Thanks!

  9. says

    I am rather surprised at the “No Children” results. Very interesting… I am one of the no children bloggers – but I haven’t run into too many other bloggers (yet) who have no children. Then again – one must look at the demographics of those surveyed. People who are able to get out of town for a weekend to go to a blogger conference will more than likely be those who have less responsibilities in the familial department and more income. (Can you tell I studied Sociology? hehe)

  10. says

    I am a very average blogger apparently! Well, except for income… $100k? I wish! But my blogging income is in the top percentages based on the rest of the results of your survey so that makes me feel better. :)

  11. says

    I think that the reason there was 80% childfree is that we (as in healthy living bloggers) are generally a young group (under 30) so most of us aren’t to that point in our lives yet. We are also mostly higher educated and there have been studies that show that people with higher education levels are less likely to have children and if they do, they are typically older than less educated counterparts. Also, I think a lot of bloggers with kids tend to identify themselves as “Mommy Bloggers” and not “Healthy Living Bloggers” so there could be some of the division as well.

    • says

      Oh yes, and I am in the female, 20’s, married, childfree, college education bracket as well. But that income bit? Yeah, no. Not in the 6-figure realm. (Though I wish.)

    • says

      All excellent points — part of the reason I wanted to get all of these results out was so that you, my friends, could help me analyze not only the results but ways that we can improve the questions for next time. Thanks!

  12. says

    I’m older (43), at the higher education level (attorney), at the higher salary level (attorney), and married with two kids. I think what makes me fit in is shared struggles with “balancing” everything, working to be fit, etc. What might make me unique is my “experience” (gag!) and perspective.

  13. says

    I think the best part of all of this is that I can now go down all the comments and find bloggers that are outside of the ones I follow! Love it! I fall way out of it all- 41, 3 kids, make under 100k…thanks for doing a great job Katy showing us how to look for unique ways to build our blogs.

  14. says

    Very interesting statistics. I thought I was older than most other health and fitness bloggers, but at 31 I am not that far off from the average.

    Such an overwhelming number have no children but I guess that makes sense since most are below 30. A baby has been a very recent addition for me- had you asked me five months ago I too would have responded “no children!”

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