comScore today released a study of blog traffic in the U.K. that found that 41 percent of the total U.K. Internet audience visited a blog in August.

“Blogs have become part of the essential fabric of the Internet today,” said Herve Le Jouan, Managing Director, comScore Europe. “They’re increasingly displacing traditional media usage and carving out an ever-increasing slice of the online advertising pie.”

Other highlights:

• Blog Platforms – In August, the most popular blog platform in the U.K. was Google-owned Blogger.com, which attracted more than 9 million visitors, followed by WordPress (4.8 million visitors) and Six Apart sites (2.7 million visitors).
• Top Individual Blogs – Two of the most popular blogs in the U.K. are gadget blogs Engadget.com, which ranked as the top individual blog in August with 243,000 visitors, and Gizmodo.com, which ranked third with 223,000 visitors. Reality TV blog UnrealityTV.co.uk (225,000 visitors), gamer blog Kotaku.com (210,000 visitors), and community blog Metafilter.com (207,000 visitors) rounded out the top five.
• U.K. Bloggers are Younger and Tech Savvy, with a Sense of Humor – Heavy blog users were found to be 142 percent more likely than the average Internet user to visit a site in the humor category, a testament perhaps to the sharp wit often associated with blogging. They are also likely to be tech savvy, as evidenced by their skew in visitation to the Web hosting and technology news categories, and younger with a focus on education, as evidenced by their heavier than average visitation of the community – teens and education-information site categories.