Apple, the BBC and Google are the UK’s most blogged-about brand
Published April 2nd, 2008
London - British bloggers think about their iPods more than any other gadget, view the BBC as their top provider of information and entertainment, and relate to Marks & Spencer more than any other retailer, according to a new, month-long study into the brands talked about by British bloggers.
Prompt Communications Ltd selected 100 personal online journals from across England, Scotland, Wales and Northern Ireland for its study, which aimed to provide a snapshot of the companies, products and brands that are front of mind with today’s blogging Britons. Between 17 December 2007 and 16 January 2008, the 100 bloggers collectively published 908 blog posts and mentioned a total of 1,495 brands.
The resulting report reveals which brands – both British and international – resonate most highly with UK bloggers. The results are sometimes predictable: given the ubiquity of the iPod, it’s not surprising that Apple emerged as the most blog-friendly brand, with a total of 51 mentions over the time period. Perhaps less predictably, Marks & Spencer beat Tesco, Sainsbury’s, ASDA and IKEA to become the UK’s most blogged-about retailer. Other popular brands during the Christmas period included Facebook, Nintendo, Cadbury’s, celebrity chef Hugh Fearnley-Whittingstall and the television programmes Doctor Who and Heroes.
“Reading blogs is an excellent way of understanding what Britons think about,” said Hazel Butters, managing director, Prompt Communications. “Contrary to the stereotypical image of the blogger as a lonely, male, geek, our study showed that an extraordinarily broad cross-section of British society keeps a personal journal online. These blogs can be a goldmine of information for companies interested in knowing how their brand is perceived by the British public.”
The full report lists the most blogged-about brands overall as well as the most-blogged about brands in selected categories including Hardware & Electronics, News & Media, Retail, Software & Browsers, Television Programmes and Websites & Online Social Networking. It is available free as a download at www.prompt-communications.com.
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