Twingly Report Fitness: Insights into the world of fitness bloggers in Sweden

Since we know a bit about what’s trending in the blogosphere at any second of the day, we have started to publish occasional reports to give you some insights into the latest trends from the world of blogs. After our report on books and the one on TV/radio, today we proudly present our latest creation: The Twingly Report Fitness (with a focus on Sweden).

Maybe you didn’t know it, but there is a huge number of people out there who blog about their passion to stay fit and healthy. For the report we took a look at the Swedish fitness blogosphere and provide you with some interesting details about who those persons are that blog about fitness, which gym chains they write about, which online stores they visit for equipment, tools and the right nutrition, as well as which fitness brands their favour.

You can find the full bilingual report (Swedish/English) here as a free PDF download  twingly.com/reports. If you just want to get a very quick overview, keep on reading.

One of our main findings when analyzing the fitness blogosphere was that girls seem to be much more successful with running popular fitness blogs. On our top list with the blogs that get most incoming links, four out of five bloggers are girls. We noticed that many of the people blogging about fitness do also work in that field, for instance as gym instructors or personal trainers.

The five Swedish fitness blogs with the most incoming links are:

1 www.sparkibaken.se
2 blogg.mama.nu/olgas-blogg
3 www.traningsgladje.se
4 www.fiafit.se
5 blogg.alltforforaldrar.se/lofsa

Furthermore, we analyzed which of the major Swedish gym chains are being linked to most from fitness blogs. The diagram shows the result:

Gyms
Gyms with most links

Everybody who takes fitness seriously needs the right equipment and nutrition, thus it’s no surprise that fitness bloggers link a lot to online shops where they buy everything they need to fulfill their goals. Here is the ranking – the first diagram shows stores for dietary supplements, the second shops for sports clothing and other equipment.

shops
Online shops

In clothes graph you can se that Stadium, that uses Twingly to engage bloggers to write about their products, have over 8 times more links than one of their main rivals and equal in size – Intersport.

Check out the report if you are interested in all the details. As of today, all our previous and future reports will be presented on the dedicated website twingly.com/reports.

Twingly TV/radio report: Public broadcasting gets linked the most from blogs

There is lots of talk about the so called “second screen” these days, meaning that viewers of live TV use their smartphones and tablets for interacting with other people watching the same show or movie, via Twitter, Facebook or dedicated second screen apps.

People want to engage with the content they consume, and they want to tell others about it. Thus, it is no surprise that many blog posts discuss current or upcoming TV shows, and often in a more comprehensive way than what’s possible in 140 characters.

For us at Twingly that was reason enough to analyse which of the websites and TV stations are being linked to from blogs the most. We published the results as a PDF report last week. For everybody who doesn’t understand the Swedish language, here is a summary of the results:

During the last 4 month, we found 18.000 links from blogs to Swedish TV and radio websites, with Public broadcasting service being the clear winner in regards to engaging the blogosphere.

81 percent of all links to the websites of Swedish TV channels referred to the Swedish public broadcasting TV SVT, with privately run free TV station TV4 capturing 9 percent of the links from blogs. SVT’s coverage from the Olympic Games in London turned out to be the most engaging TV content in the blogosphere during the past 4 month.

Even when looking at the various video-on-demand services available in Sweden run by TV stations and dedicated video services, SVT gets the lion’s share of the links with svtplay.se (54 percent), with tv4play.se coming second (31 percent). Newly launched Netflix hasn’t gotten too much of the Swedish blogosphere’s attention yet, although that might change in the future.

Among links to Swedish radio stations, an impressive 99 percent go to sverigesradio.se, the website of the Swedish public broadcasting radio.

We also had a look at the websites of international TV stations and how much their content is being discussed in the global blogosphere. With 66.147 links from blogs in the past 4 month, BCC.com ranks highest among the major TV stations, followed by CNN.com with 55.896 links and foxnews.com with 17.118.

If you want to see a detailed visual ranking for the different categories we examined, have a look at the 8 page report (PDF).

Twingly Report about the FRA Debate

This summer the Swedish political blogosphere has been in flames over a law proposal allowing a civil organization to monitor all Internet traffic crossing Swedish borders, with the purpose to fight terrorism and organized crime.

Twingly has surveyed the debate and discussions in the blogosphere about the political process. In the published report we present our findings and conclusions.

Twingly FRA Report Twingly FRA Report (PDF)

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The report was commissioned by the Swedish Social Democratic party.

Update: Swedish newspaper Svenska Dagbladet writes about the report. SvD writes about our finding that as much as 19% of articles in traditional media covering the debate and proceedings around the FRA law between May 27th and June 27th also referred to blogs in one way or another. This figure is well above what has been found in other cases and shows that Swedish bloggers had a large influence on the debate.

These figures are available in the accompanying media coverage report from Greenhill Relations.

FRA-Debatt Greenhill Relations
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Annika Lidne from Disruptivemedia recorded the event via Bambuser