Research conducted by JupiterResearch for BuzzLogic indicates that blog readers tend to respond to ads on blogs, with 40 percent of people reading blogs taking action as a result of viewing an ad on a blog, and 50 percent of frequent blog readers taking action.

Of the action taken, 17 percent read product reviews online; 16 percent sought out more information on a product or service; and 16 percent visited a manufacturer or retailer Web site.

Perhaps not so surprisingly, 25 percent of the blog readers (people who read at least one blog per month) said they trusted ads on a blog, compared with 19 percent who trusted ads on social networking sites.

The survey also found that consumers are influenced by blogs at the moment of purchase decision. According to BuzzLogic and JupiterResearch, blogs play a greater role than social networks because bloggers establish themselves as an authority on a topic, particularly in niche areas, and create a relationship with the consumer.

Source: Enid Burns, “Study: Blogs Influence Purchases More Than Social Sites”, The ClickZ Network, October 28, 2008

According to JupiterResearch blog readership has increased at a rapid pace over the past four years, growing by a mighty 300 percent per month.

The idea that blog readership has increased substantially in recent years contrasts with indications that blogging itself has waned. See my article, “Is Blogging In Decline?”

It could be that more people are reading fewer blogs… with those ‘fewer blogs’ being, in turn, the 20 percent of blogs that are actually active. Yep, it’s that 80-20 rule again…

Source: Enid Burns, “Study: Blogs Influence Purchases More Than Social Sites”, The ClickZ Network, October 28, 2008