Recent data from Roy Morgan Research reveals, pregnant women are twice as likely as the average Australian to be reading or commenting on online blogs compared with the average Australian.

• 17.3% pregnant women (roughly 1 in 6 ) look at or comment on blogs in an average four week period, in contrast with 8.6% of all Australians (1 in 12).
• Blog reading is more popular for women if they are expecting their first baby, with 29.5% looking at or comment on blogs
• 11.8% of mothers with 0 to 5yr olds look at or comment on blogs
• 9.4% of expecting fathers (whether they have kids already or not) read blogs
• 12.1% of fathers with kids aged 0-5 read blogs

Source: Roy Morgan Single Source July 2013 – June 2014, n = 48,947 Australians 14+