“More serious categories such as insurance, financial services and pharmaceuticals do not engage blog visitors as well,” says Andrew Lipsman, senior analyst at comScore.
“The intensity of usage with conversational media sites is unique to the Internet,” Lipsman adds, with heavy visitors to conversational media sites in particular exhibiting certain niche online behaviors that can be underrepresented in a general consumer panel.
An alternative conclusion, of course, is that “serious” blog categories should work harder at trying to be engaging for visitors. I certainly know a couple places “serious” blogs can go for help creating fun and entertaining content, and building communities around their blogs.
This Conversational Media Report is the first that comScore has produced. Working in conjunction with Federated Media, comScore observed their 2 million registered panel users to come to analyze how Internet users interact with blogs.