Who Blogs in 2010?: An Updated Look at Individual Differences in Blogging

Research suggests gender and personality differences are predictive of general Internet use. Specifically, people high in openness and women high in neuroticism are more likely to keep a blog. Given the rapidity of change owing to technological advances, the authors sought to re-examine the validity of these findings in an era where other forms of online interaction are prevalent. Specifically, the authors sought to replicate and expand on these findings and to examine other individual difference factors that may predict who is likely to maintain a blog. Participants filled out multiple personality measures, demographic characteristics, and reported on their blogging behavior e.g., writing blog entries and reading blogs. Results replicated the prior research, indicating that openness predicted blogging to a greater degree than any other personality trait. Moreover, results also revealed that individuals high in self-consciousness and those who saw more of their "true self" on the Internet were more likely to blog. These findings suggest that in addition to openness, individual differences, such as self-focus and personality, predict who is likely to blog.