Further underscoring the power of the web and ultimate power of consumer-to-consumer reviews and advice, a study coordinated by BlogHer.com and Compass Partners has found that 57 percent of women who read blogs say the information they read in them influences what they buy.
The BlogHer/Compass Partners 2008 Social Media Study of 1,500 female Internet users and 5,000 visitors to BlogHer's network of blog sites revealed that 29 percent of women make a purchase based on the information they have read in a blog, while 28 percent have decided not to make a purchase based upon what a blog says.
Further findings reveal that when it comes to finding out new information, 12 percent of women find blogs highly reliable, 34 percent say very reliable, 50 percent feel they are somewhat reliable, and only 4 percent feel blogs are not very reliable to unreliable.
It is no surprise that women in the 18- to 24-age bracket primarily post to and publish blogs on fashion, beauty tips and shopping advice. Women older than 24 are more likely to post to or publish blogs on health, politics and news, food and parenting, with blogs on beauty, shopping and fashion not even making the top three.
To read more information about the study, click here.