Bloggers more trustworthy than work colleagues, brands, and celebrities

In a survey of more than 2,000 consumers by Affilinet, family and friends are the most-trusted source of information. Ahead of all other sources, however, came bloggers thanks to their balanced reviews and authentic content.

“The fact consumers look to bloggers to provide them with information about areas of specific interest, goes right to the heart of the evolution of digital marketing,” said UK managing director of Affilinet Helen Southgate. “The question for bloggers is now how they go about building on this trust, maintain editorial integrity, and at the same time, monetize their site.”

In fourth place, after bloggers, came social media contacts, followed by work colleagues, journalists, and religious leaders. Even celebrities came above brands, although brands did pip politicians to ninth place.

“I’m not surprised to see politicians at the bottom of the pile but perhaps a little surprised to see brands so low,” said Southgate. “What is encouraging though is the role that bloggers and social media play within consumer trust. But we must as marketers respect that and not take it for granted or abuse the position of trust earned by these affiliates.”

However, the survey did highlight that very British trait of being “skeptical and wary” with 10% of respondents saying they did not trust any of the sources put to them.

Last year, research among 1,000 consumers by Research Now found that 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.