Blogging – a minority sport?

On a recent BBC television programme Holyrood Live, the chair of the Scottish Broadcasting Commission Blair Jenkins quoted figures they researched indicating the source of people’s news.

TV approx. 80 %
Newspapers approx 55 %
Radio approx 25 %
Internet approx 20 %

I would imagine these figures would be similar across the UK, with these provisios garned from Ofcom:-

Scotland has a 53 % takeup of broadband.
England has a 58 % takeup
Northern Ireland has a 52 % takeup
Wales has a 45 % takeup

The UK on average has a 57% takeup of broadband.

(Ofcom also breaks Scotland’s takeup down by region:-

Aberdeen 64%
Edinburgh, Highlands and Islands, Dundee 62%
Glasgow 32 % )

Glasgow’s figure is low because there is less takeup of PCs.

It is also clear that the figures in Glasgow, its largest city, are slowing down Scotland’s takeup figures as a whole! If Glasgow had a figure close to that of Edinburgh, Dundee or Aberdeen then Scotland would be higher than the UK average with a figure higher than 60 %.

Ofcom’s figures for the UK show are a slight improvement than the standard

http://www.ofcom.org.uk/research/cm/cmrnr08/scotland/

So it would be fair to say that the figures for the internet news mentioned in the Scottish Broadcasting Commission would probably be slightly higher in England, probably around 22 % closing in on radio. If reflected on Northern Ireland and Wales the internet news figure would be slighly lower.

What does all this mean for Scottish bloggers?

Well it really means that percentage-wise our Scottish audience figures will be low. How many internet users could be swayed by news or political blogs online in Glasgow East, say?

Glasgow has a 32% take up of broadband. Its probably less in Glasgow East, but Ofcom’s figures don’t break down by constituency.

So if we take the Glasgow East constituency of say 60000 (compensating for the lower broadband take-up and making the arithmetic slightly easier); only 1/3 of people there will have broadband.

That’s 20 000.

Now only a fifth of those use the internet for news.

That’s 4 000.

That’s a maximum amount of Glasgow East people that political bloggers and online newspapers etc can reach.

But compare that figure to the Daily Record.

Average daily circulation figure in Scotland around 360 000.
Population of Scotland about 5 million people.

Thats 7.2% of the population.

7.2% of 60 000 (roughly the Glasgow East electorate) is 4320.

A remarkably close figure to the internet figure.

The difference is that the news hungry internet people have a world of choice to get their news, and those reading the Daily Record are stuck with the Record’s view on everything from politics to big brother and the Old Firm.

What better reason could there be for extending the broadband take-up in Scotland?

Scotland has 53% broadband take-up. South Korea has 93 % broadband take-up.

South Korea has legislation making new house-builders put broadband in place as standard. What’s more its usually better and faster (mainly fibre-optic technology) and cheaper than the standard in Scotland.

Something to think about for Scotland.

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