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Sambhar Mafia - Cooked To Kill!

Saturday, July 08, 2006

Making Sense of Indian Blog Readership Stats

ET comes up with an astounding number for the number of blog readers in India. So far we have had many reports on the number of Indian blogs. The number is usually in the range of 40K – 100K. There has been no firm report on the kind of hits Indian blogs receive. Regular bloggers would be able to tell stories about the hardwork involved in building a loyal readership base of a few hundred / thousand readers per day. If we use that as a benchmark, one would realize that the total readership for Indian blogs would not be very high.

You are in for a surprise if you thought blogs are a metro, elite consumer phenomenon.

With almost 86% of the 25 million odd internet users in the country regularly checking out blogs (second only to e-mailing), nearly 59% coming from middle-to-low income group (essentially socio-economic class B&C ) and approximately half being from outside the top eight cities, blogging and internet have well and truly become a mass medium in India.

I would think twice before accepting the above number. This report puts the Indian blog readership at a little over 20 million. The report doesn’t define what they mean by regular reader. For all you know, it could be once every 3 months. Even that seems like a very high number. Let’s try to compare this stats with the US, where Internet penetration & PC ownership is generally on the higher side. This Sep 2005 report by research firm Pew Internet put the percentage of bloggers and blog readers at 27% of the Internet users. A figure in the high single digits could be a fair reflection of the current readership in India.


  • Same here, It's hard to believe the numbers.

    According to the PEW report, only 27% of online Americans have read a blog.

    Now this report claims that 86% of online Indians regularly check out blogs - too good to be true.

    By Anonymous Amit Agarwal, at 12:19 PM  

  • If they don't sensationalize, can it be called a newspaper? ;-)

    By Blogger thennavan, at 7:46 PM  

  • ET is also frm the TIMES' stable..wot more can u expect frm them?

    By Anonymous Shri, at 11:58 PM  

  • " 86% of the 25 million odd internet users in the country regularly checking out blogs"

    You make a good point. That statement is not very belieable. If I think of all my aunts and uncles who use internet back in my town, I can say with confidence that none of them ever heard the term blog!

    I would say about 20% read blogs regularly.

    By Blogger Bindu, at 5:38 AM  

  • Poorly researched...defies commmon sense. One would only hope other journos don't pick up the figure and spin more stories! You should write to the ET editor and point out why you think the figure is wrong!!

    By Blogger Rashmi Bansal, at 7:46 PM  

  • I agree. I don't think so that so many Indians do blog. The term having a blog is very different from blog regularly. I know for a fact that many of my friends do know what a blog is, but nobody bothers to update theirs and read other blogs...so absurd figures

    By Blogger Balaji, at 6:42 PM  

  • Loyal readership of a few hundred or thousands per day is reserved for celebrity / famous/ well networked bloggers. The minions amongst us (prime example being me)only manage to get 5 viewers a day or so. And thats mainly me going abck to check if anyone else came or the one faithful cousin!!!!

    By Blogger 30in2005, at 10:57 PM  

  • 86% looked at a very small figure itself is so unrealistic. It would mean every 8/10 internet users checking blogs regularly.
    now lets look around ourselves and identify the 5 out of 10 people who have ever checked blogs( the 10 people should b diverse and not all bloggers).
    and then maintaining this consistency for 25 million people, huuh totaaly a fad from ET (anayways thats not new for ET ot TOI for that matter).

    By Blogger ankurg, at 6:58 AM  

  • The numbers are too good to be true. I still remember my IIMB interview where I had to explain the concept of a blog to the profs. We have come a long way.


    By Anonymous Anonymous, at 7:04 PM  

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