Friday, November 7th, 2014 - Roy Morgan Research

Pregnant women are twice as likely as the average Australian to be reading or commenting on online blogs—with first-time mums-to-be the biggest blog buffs of all, the latest data from Roy Morgan Research shows.

Around 1 in 6 pregnant women (17.3%). look at or comment on blogs in an average four week period, compared with around 1 in 12 of all Australians 14+ (8.6%).  

But narrowed down further to women expecting their first baby, blog-reading is even more popular: around 3 in 10 (29.5%) in the year to June 2014, a level almost 3.5x the norm.

Expecting dads, it seems, aren’t so interested in reading the opinions of others until, that is, the baby is born. Just 9.4% of expecting fathers (whether they have kids already or not) read blogs, but 12.1% of fathers with kids aged 0-5 read blogs, marginally more than the 11.8% of mothers with babies and toddlers. 

% of current or expecting parents who read or comment on blogs

Source: Roy Morgan Single Source July 2013 – June 2014, n = 48,947 Australians 14+

Tim Martin, General Manager - Media, Roy Morgan Research, says:

“With so many blogs devoted to the experience of pregnancy and parenting, there are plenty of sites to choose from for women seeking a little online advice, compassion or humour on these topics. 

“However it’s interesting that fathers of newborns are slightly more likely than the mothers to be turning to blogs—although there’s no guarantee it’s actually parenting advice they’re reading.” 

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Roy Morgan Research

Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
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