According to a study conducted by comScore,
"Heavy bloggers in US are significantly more likely than the average internet user to consume news and entertainment content online."

Heavy bloggers are defined as the heaviest 20% of blog visitors accounting for 84% of all the time spent on blogging sites.

Heavy bloggers are significantly more likely to consume content at politics and general news sites, and also consume a disproportionate amount of content on entertainment news, humor, movies and photo-sharing sites.

Most engaging categories among heavy bloggers(Jan. 2008)

Category Consumption Index-Page Views*

- Blogs- 428
- politics- 240
- Web hosting- 224
- Entertainment-news- 158
- Humor- 153
- Entertainment-movies- 147
- Books- 146
- General news- 141
- Photos- 139
(*Consumption Index- Page Views= number of page views among heavy bloggers/number of page views among total internet audience X 100.)

Heavy bloggers consumed more than three times as much content on social news ranking site Digg.com as the average internet user, and above-average consumption of content at other news sites, including CTVGlobeMedia, DrudgeReport.com, HuffingtonPost.com, Salon.com and ABC News Digital.

Heavy bloggers turned towards PerezHilton.com and CollegeHumor Network for entertainment.

Webhosting sites like Rapidshare AG and Megaupload.com witnessed heavy usage among heavy bloggers indicating that this segment is tech-savvy and online do-it-yourselfer.

Heaviest site engagement among heavy bloggers(Excluding sites in the blogs category)- Jan. 2008

Category Composition Index- Page Views*

- Digg.com- 358
- PEREZHILTON.COM- 320
- CTVGlobeMedia- 310
- Rapidshare AG- 303
- DRUDGEREPORT.COM- 295
- MEGAUPLOAD.COM- 288
- HUFFINGTONPOST.COM- 285
- SALON.COM- 283
- ABCNEWS DIGITAL- 278
- CollegeHumor Network- 270
(*Composition Index- Page Views- number of page views among heavy bloggers/number of page views among total internet audience X 100.)

According to Jack Flanagan, executive vice president of comScore,
"As blogs continue to grow in both quality audience size, both traditional and non-traditional advertisers are increasingly putting their online ad dollars towards reaching this group of consumers. This highly informed, tech savvy, and entertainment-oriented consumer segment is consistent with the profile of an 'influencer', which is of course a particularly attractive audience to reach."

Source: http://www.comscore.com/