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ComScore to Marketers: Pay Attention to Bloggers

Heavy users of blog sites are significantly more likely than the average Internet user to consume news and entertainment content online, according to a new comScore study reported by MediaPost.

Using its Segment Metrix tool, comScore found that “heavy bloggers” consumed more than three times as much content on social news ranking site Digg.com as the average Internet user, and also exhibited well-above-average consumption of content at other news sites, including CTVGlobeMedia, DrudgeReport.com, HuffingtonPost.com, Salon.com and ABC News Digital.

More info from the report:

- On the entertainment side, heavy bloggers skewed toward content at PerezHilton.com and CollegeHumor Network.

- Heavy usage of Web-hosting sites Rapidshare AG and Megaupload.com also suggest that “heavy bloggers are tech-savvy and online do-it-yourselfers.”

comScore defined heavy bloggers as the heaviest 20% of blog visitors who account for 84% of all the time spent on blogging sites. Suddenly, Twitter and other mobile blogging platforms look more valuable, eh?

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