Bloggers are influential. A study reports that 50% of those who report reading blogs, trust them for their evaluations of products. And of those using blogs to evaluate products, 52% of respondents said that blogs tipped their decision on which product to purchase at the time of their purchase.
Given their growth as influencers, the FTC has outlined new rules to help consumers understand the relationships between bloggers and the products that they review. Bloggers who review products that have been provided to them gratis or who have been compensated must inform consumers of their relationship to the product manufacturers or providers.f
While the number of adults who read blogs has grown by 300% in the past four years, blogs are not quite mainstream yet in terms total audience. There are generational differences in who reads and writes. Younger readers are disproportionately those who visit and write blog posts. Older internet surfers constitute almost half the 35-44 year old group.
So, if your company has a mix of media to deliver information about your services and products, you need to be sure to include blogging in the mix, especially if your audience is 45 and under.
