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BizReport : Blogs & Content archives : November 26, 2014


Blogs play an important role in the path to purchase

New research has revealed the significant role of blogs in the path to purchase, particularly among younger Internet users.

by Helen Leggatt

According to research among 1,000 consumers by Research Now, two out of three people read blogs at least a few times a week. Furthermore, a whopping 84% said they had made a purchase after reading about a product on a blog.

Nearly half of blog visitors (46%) are in the initial stages of product discovery and research, found Research Now, and bloggers' opinions count. One respondent commented, on choosing which coffee machine to purchase, "a blogger's opinion motivated me to buy a cheap model because of glowing reviews - I might have otherwise avoided it".

Other reasons given for visiting a blog are to find inspiration (43%), to narrow down options (33%) and to confirm choice (30%).

The younger generations are more likely to turn to blogs for information and among 18-34 year olds blogs are the preferred source for information when considering a purchase. A quarter of 25-34 year olds read blogs every day.

Other findings from Research Now's survey include:

- More blog readers are turned off by paid content in blogs (36%) than advertising (27%);

- The most popular blogs are food and drink (48%), hobbies (42%) and culture and entertainment (39%);

- Those age 55+ rated blogs third after recommendations from family and friends and editorial articles;

- Men prefer blogs while women prefer advice from friends and family.






Tags: blog, bloggers, ecommerce, path to purchase








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