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A worldwide analysis about wine blogs

February 10, 2014 by Claudia Ortiz | in News, Web 2.0

It is a research made by the Burgundy Business School and published by the “Observatorio Vitivinícola”, that analyzes the wine blogs in the world. It shows that most wine bloggers are men, aged between 26 and 40, and whose motivation is their passion and desire to educate consumers.

When researchers mention there are millions of blogs in the cyberspace, it is hard to figure out a number. As an estimate, we can consider the American Conference of Wine Bloggers, which is held every year since 2008 in the United States. It gathers about 325 wine bloggers, of which 100 are faithful participants, whereas 250 change about every year. It is estimated that in United States, there are around 1,000 wine bloggers, 300 of which would be regarded as very influential, because of their strong following or the discussion their posts generate on their blogs or on social networks. In Europe, the Wine Bloggers Conference usually captures the attention of 150 bloggers, being the rest wine producers, marketers, or students.

According to “2013 Europe Digital Future” Report from ComScore, “United States is no longer the center of the online universe”. US Internet users are now less numerous than their European and Asia-Pacific counterparts.

Google+ and Pinterest have become unavoidable parts of the online conversations. YouTube and videos are also key players in an international digital communication strategy.

In Asia, social networks are getting more influential: in Japan, the network “Line” and in China, “Tianji”, all of which reach a diverse international and domestic audience.

Other interesting data reveals that European online population grew by 7% between December 2011 and December 2012, reaching 408 millions. As the ComScore report shows, mobile owners use their devices to consult media. Internet users spend about 7 hours a month on social media and blogs.

In North America, four leading trends were noticed in 2013, according to the US Digital Future in Trends 2013 report:

. Social media market is maturing as Facebook and other network are learning to monetize their knowledge of their audience.

.As regards search engine, Google is still the leader, but Bing is increasing its audience.

. Online videos are gaining attention from viewers.

.Smartphones and tablets are on the up.

Among social media, Facebook is losing ground to Tumblr, Pinterest, and Instagram. Online adds, is more and more “socially enabled”: for example, 1 out of 8 direct consumers to “like” or “follow” a certain brand.

All these trends are well adopted by wine marketers who understand the importance of engagement with consumers and the trade.

South America

According to the “Futuro Digital Latinoamerica 2013” report, published by ComScore, the Internet population is led by Brazil accounting for 42% of the audience.

South American users spend over 10 hours a month on social media, 5 hours on portals, and more than 4 hours looking at services and entertainment. Facebook, Twitter, and Linkedin are the most successful social networks.

Bloggers’ profiles

Their Profiles are different from one country to another one. In general, the dominant age range is from 26 to 40. Nonetheless, in Argentina, South Africa and United States, there is a similar number of bloggers in 26-40 and 41-55 segments. These 3 countries have the same population of wine drinkers and professionals’ profile: wine is trendy and attracts mostly the oldest segment of Y and all the X generations and baby boomers.

In conclusion, this report shows that blogs are far from dead, as many people think. They are still an efficient way of engaging a conversation with wine lovers, consumers, professionals, or potential consumers dazed by the huge variety of wines and styles.

Blogging is part of the ideal of the nascent web: a free (financially and intellectually) world.


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