From Hotwire PR comes an ipsos MORI poll of European internet users:
Blogs are now a near second to newspapers as the most trusted information source: A quarter (24%) of Europeans consider blogs a trusted source of information, still behind newspaper articles (30%), but ahead of television advertising (17%) and email marketing (14%).
High spenders are most trusting of blogs: Of those who spend more than 145€ (£100) online every month, the proportion of people who trust blogs rises to 30%.
France leads European blogging; Britain lags: Across Europe, six out of ten (61%) internet users have heard of blogging, and one in six (17%), have read a blog. France is the most blog-savvy country in Europe, with 90% of respondents familiar with blogs. The British are the least blog-aware, with only 50% having heard the term. In Germany, 55% have heard of blogs, 58% in Italy and 51% in Spain.
Blogs are now driving purchase decisions: More than half (52%) of Europeans polled said that they were more likely to purchase a product if they had read positive comments from private individuals on the internet.
They also block purchases: Nearly 40 million Europeans have not bought something after reading comments posted online.
Reassuring to see that the UK has regained its ‘poor man of Europe’ mantle. I’m sure the last piece of research I saw on this subject suggested that we were pulling ahead. Most upsetting.
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I love these kinds of numbers … Thanks Ian …
I’ll keep em coming — seriously, there seems to be a poll along these lines appearing somewhere on a weekly basis.
[…] While I am an evangelist for all this stuff to some extent, it’s hard not to feel that there’s a bandwagon element to this group of respondents. While the positive impact of blogging is pretty well-established, considerable question marks remain over the impact of some other Web 2.0 elements. […]
[…] About 50% believe blog content to be as trustworthy as traditional media. (Compare to 24% in Europe) […]