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The Harris Poll®
#27, April 13, 2005
Two-fifths of U.S. Adults Who Are Online Have Read Political
Blogs
But less than one in 10 have ever posted a comment on a blog
In 2004, the relatively new phenomenon of
political blogs became part of the U.S. presidential election, bursting onto the
political scene. This breakthrough was powered by the fact that two-fifths (44%)
of U.S. adults who are online have read a political blog, with more than a
quarter (27%) reading them once a month or more. Despite the relatively high
proportion of respondents reading political blogs, just seven percent of adults
who are online have ever posted a comment on one. Even among those who read
political blogs, only 15 percent have posted a comment.
These are some of the results of a nationwide online survey of 2,630 U.S.
adults who are online, conducted by Harris Interactive® between
March 8 and 14, 2005.
Other interesting results include:
- Online adults with a college or postgraduate degree (52%) are
significantly more likely to have read a political blog than those who have
attended just some college (46%) or those with a high school degree or less
(33%).
- There is a gender gap in reading political blogs – men are more likely
than women to read them (48% to 40%).
- While political liberals (52%) are more likely to read political blogs
than their conservative (48%) or moderate (46%) counterparts, it is
interesting to note there is almost no difference in the percentage of
Republicans, Democrats, or Independents who log on to these online journals.
- Among online adults who have read a political blog, more than half (53%)
say they spend less than 15 minutes in a typical reading session.
Postgraduates, who are more likely to read political blogs, read these
postings quickly – 67 percent spend less than 15 minutes in a typical
session.
- Political liberals (13%) are significantly more likely to have posted a
comment on a political blog than either conservatives (7%) or moderates
(7%). There is no difference, however, by party identification.
- Among online adults who have posted comments to a political blog, the
majority have posted five or less times in the past year (20% once and 50%
two to five times). Liberals (28%) are significantly more likely than
conservatives (20%) or moderates (17%) to be frequent posters, posting 10 or
more times in the past year. Democrats (22%) who post to political blogs are
significantly more likely than Republicans (17%) to have posted 10 or more
times in the past year (20% of Independents have posted this frequently).
TABLE 1
READ POLITICAL BLOGS – BY EDUCATION AND GENDER
"About how often do you read political blogs?"
Base: All Adults Online
| |
Total (n=2,630) |
Education |
Gender |
|
H.S. or less (n=585) |
Some College (n=1,179) |
College Grad (n=428) |
Post Grad (n=438) |
Male (n=1,250) |
Female (n=1,380) |
|
% |
% |
% |
% |
% |
% |
% |
|
Read blogs (Net) |
44 |
33 |
46 |
54 |
50 |
48 |
40 |
|
Once a month or more (Net) |
27 |
18 |
31 |
34 |
32 |
30 |
25 |
| At least once a
day |
5 |
3 |
6 |
6 |
3 |
6 |
3 |
|
2-3 times a week |
7 |
4 |
8 |
9 |
12 |
8 |
7 |
|
Once a week |
6 |
5 |
6 |
6 |
8 |
7 |
5 |
|
2-3 times a month |
5 |
3 |
5 |
7 |
4 |
4 |
5 |
|
Once a month |
5 |
3 |
6 |
6 |
5 |
5 |
5 |
|
Less than once a month |
16 |
15 |
15 |
20 |
17 |
18 |
15 |
|
Never read |
56 |
67 |
54 |
46 |
50 |
52 |
60 |
TABLE 2
READ POLITICAL BLOGS – BY PARTY ID AND POLITICAL PHILOSOPHY
"About how often do you read political blogs?"
Base: All Adults Online
| |
Total (n=2,630) |
Party ID |
Political Philosophy |
|
Republican (n=814) |
Democrat (n=878) |
Independent (n=641) |
Conservative (n=729) |
Moderate (n=991) |
Liberal (n=514) |
|
% |
% |
% |
% |
% |
% |
% |
|
Read blogs (Net) |
44 |
45 |
47 |
43 |
48 |
46 |
52 |
|
Once a month or more (Net) |
27 |
29 |
31 |
27 |
29 |
30 |
36 |
|
At least once a day |
5 |
6 |
7 |
2 |
7 |
3 |
8 |
|
2-3 times a week |
7 |
7 |
7 |
9 |
8 |
8 |
8 |
|
Once a week |
6 |
8 |
5 |
5 |
7 |
6 |
8 |
|
2-3 times a month |
5 |
5 |
4 |
6 |
4 |
6 |
6 |
|
Once a month |
5 |
4 |
7 |
5 |
3 |
6 |
7 |
|
Less than once a month |
16 |
16 |
16 |
16 |
19 |
17 |
16 |
|
Never read |
56 |
55 |
53 |
57 |
52 |
54 |
48 |
TABLE 3
TYPICAL POLITICAL BLOG SESSION LENGTH – BY EDUCATION
"When you log on to read political bogs, about how long
does a typical session last?"
Base: Have Read Blog
| |
Total (n=1,193) |
Education |
|
H.S. or less (n=203) |
Some College (n=555) |
College Grad (n=220) |
Post Grad (n=215) |
|
% |
% |
% |
% |
% |
|
Less than 15 minutes |
53 |
52 |
51 |
51 |
67 |
|
15-29 minutes |
22 |
16 |
26 |
26 |
18 |
|
30-59 minutes |
6 |
7 |
4 |
6 |
11 |
|
1 hour or more |
2 |
2 |
2 |
1 |
1 |
|
Not sure |
16 |
23 |
16 |
16 |
3 |
TABLE 4
POSTED COMMENT ON POLITICAL BLOGS – BY PARTY ID AND
POLITICAL PHILOSOPHY
"Have you ever posted a comment on a political blog?"
Base: All Adults Online
| |
Total (n=2,630) |
Party ID |
Political Philosophy |
|
Republican (n=814) |
Democrat (n=878) |
Independent (n=641) |
Conservative (n=729) |
Moderate (n=991) |
Liberal (n=514) |
|
% |
% |
% |
% |
% |
% |
% |
|
Yes |
7 |
7 |
7 |
8 |
7 |
7 |
13 |
|
No |
91 |
92 |
90 |
90 |
92 |
91 |
85 |
|
Not sure |
2 |
1 |
3 |
2 |
1 |
2 |
1 |
TABLE 5
FREQUENCY OF POSTING POLITICAL BLOG COMMENTS / PAST YEAR –
BY PARTY ID AND POLITICAL PHILOSOPHY
"How often have you posted in the past year?"
Base: Have Posted On Blog
| |
Have Posted On Blog (n=224) |
Party ID |
Political Philosophy |
|
Republican* (n=60) |
Democrat* (n=80) |
Independent* (n=63) |
Conservative* (n=61) |
Moderate* (n=84) |
Liberal* (n=72) |
|
% |
% |
% |
% |
% |
% |
% |
|
Once |
20 |
29 |
21 |
14 |
16 |
15 |
25 |
|
2-5 times |
50 |
48 |
54 |
61 |
57 |
63 |
33 |
|
6-9 times |
9 |
6 |
4 |
6 |
7 |
5 |
14 |
|
10 or more times |
21 |
17 |
22 |
20 |
20 |
17 |
28 |
* Very low base. Results should only be used directionally.
Methodology
The Harris Poll® was conducted online within the United
States between March 8 and 14, 2005 among a nationwide cross section of 2,630
adults aged 18 and over, of whom 1,193 have read political blogs and 224 have
posted on a blog. Figures for age, sex, race, education, region and household
income were weighted where necessary to bring the sample of adults into line
with their actual proportions in the population. Propensity score weighting was
also used to adjust for respondents’ propensity to be online.
In theory, with probability samples of this size, one could say with 95
percent certainty that the results for the overall sample have a sampling error
of plus or minus 2 percentage points. Sampling error for the various sub-sample
results is higher and varies. Unfortunately, there are several other possible
sources of error in all polls or surveys that are probably more serious than
theoretical calculations of sampling error. They include refusals to be
interviewed (non-response), question wording and question order, and weighting.
It is impossible to quantify the errors that may result from these factors. This
online sample is not a probability sample.
These statements conform to the principles of disclosure of the National
Council on Public Polls.
J23538
Q855, Q860, Q865, Q870
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