According to Digi:Nation, says the Guardian, millions of internet users are now moving beyond using the web as a tool for shopping, information and entertainment and are creating their own content, downloading music and video and sharing photos online.
I guess this means that 10% of 'online adults' in the UK (3 million people - ish) are bloggers.
The largest group identified by the researchers - dubbed Digi Joe Public - are regularly embarking on the kind of digital activities that just two years ago would have been considered the exclusive preserve of teenagers and early adopters.
Nearly four in 10 of that group have read a blog, with a quarter having started their own blog or website. Nearly three-quarters have downloaded music and almost a quarter have downloaded at least one movie.
That is a lot of people blogging.