In a report released by Trone Brand Energy (and presented at BlogPaws 2012 Conference recently), pet bloggers have been emerging rapidly as a source of information and influence for pet owners. The report provides insights into the composition of the pet blogging world and how marketers can work with them to best impact their target consumers.
The study was compiled using data from BlogPaws’ online pet blogger community. A reported 20 percent of pet bloggers are considered highly influential and have monthly readerships of at least 10,000 readers. Three-quarters of these influencers have blogged for at least three years in order to build a steady, loyal following. Influencers report dealing with at least six or more pet care brands from a marketing perspective.
Amanda LeGaux, Account Executive at Trone Brand Energy and presenter at BlogPaws, shared, “We’ve done a lot of work to understand this thriving community. We did a simultaneous study of blog-reading pet owners as well, so we know just how much pet owners rely on their favorite bloggers, and we’ve identified the gap between what bloggers want to write and what pet owners want to read. And, thanks to this thorough research, now we can guide marketers in their efforts to establish relationships with this important online demographic.”
The American Pet Products Association’s (APPA) National Pet Owner Survey for 2011-2012 revealed that in the past 10 years, use of the Internet has more than doubled as a pet care information provider.
Pet owners are spending time online, according to Trone’s reporting. It is believed 42 percent of pet owners spend more than 30 minutes per week reading or researching about pet-related topics. Blogger content must continue to align with pet owner needs . Pet blogs are achieving mainstream use and credibility, with pet owners relying on sources such as books, newspapers, magazines, and 39 percent using general news websites for information.
More information about the research can be found at TroneBrandEnergy.com/pets.
For more about BlogPaws Social Media and the annual BlogPaws conference, visit www.blogpaws.com.