European Blog Influencer Barometer with Ipsos MORI
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In just a few years, blogs have moved from being an unobserved experiment in keeping an online diary, to an internet force that can affect the buying decisions of millions of people. And they are still in their infancy relative to many other online products.
Research conducted by Ipsos MORI for Hotwire in September 2006 suggests that in Europe, one-third of internet users have decided not to buy something because of something written by another individual online. As a balancing view, half are more likely to buy something if they see a positive review online. In all, 25 million Europeans have changed their mind about something because of what they have read on a blog, review site or similar website in the past year alone. Companies and brands might ignore this; but they do so at their peril. |
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