A few figures

  • 50% of blog readers regard their reading as useful for obtaining information with a view to purchasing. They tend to have more faith in the content of blogs than in that of social networks when it comes to making a purchase decision.
  • 21% of Internet surfers use blogs to take a decision on purchasing a product or a service; 19% use them to refine their selection; 19% use them to obtain help and answers and 17% to discover new products.
  • 63% of private blogs are more useful for providing advice on beauty issues.

Source: a study carried out by the Institut Jupiter Search in 2011