Internet users are more likely to trust blogs now then in the past, and say that a positive review of a product on a blog influences their decisions to buy a certain product.

Blogs started out as a way of individuals to share their thoughts in an online diary; however, now they are seen as a way for products to gain more feedback, either positive or negative.

“Blogs started as simple online diaries and have come round to being mainstream ways to promote ideas and products. Considering the wide range of topics that can be covered by blogs, it's not surprising that active Internet users are using them as much as they are,” said Scott Patton, Senior Research Manager, Ipsos Reid. “If we consider that the Internet is the information superhighway, blogs are but one kiosk along the way.”

Sixty-four per cent of Canadian internet users believe that information in blogs is very or somewhat reliable, according to a study by Ipsos-Reid.

“The degree to which people find the information in a blog reliable will depend on how they answer the question “What's in it for the person writing the blog?” said Patton.

This brings up the problem of some people not using a blog just to share their unbiased opinion but what could be called self promotion or malice towards a company.

“If internet users believe the person writing the blog is providing an unbiased opinion, they will find the information to be reliable. They would also find the information presented as a first hand experience to be more reliable. In these instances, the reader is likely answering the question by saying the blogger has nothing to gain, one way or another, so the blog is reliable,” said Patton. “If they believe the blogger to be "toeing the company line", "grinding an ax", or is some way malicious, they will call the information unreliable. Blatant self-promotion could also be found to be unreliable.”

Positive or negative reviews of products by bloggers is one way that internet users can see what others are saying about a certain product they wish to buy.

According to the study, 61 per cent of Canadian internet users are at somewhat more likely to make a purchase based on a positive review, while 66 per cent of users would be less likely to buy a product because of a negative review.

“In several cases, blogs have been used to thrash on a company or product, with a counter-blog being started to defend the same product or company,” said Patton. “Information passes along very quickly on the Internet, giving these open dialogues much better momentum than they could enjoy in traditional media such as television, radio and print.”

Some companies are now using blogs as a way for customers to rate the products that they sell.

“Companies like Chapters and Futureshop.ca, who provide a forum for consumers to rate and comment on products, are a perfect example of this. With more and more people using the Internet as a place to comparison shop and conduct research prior to making a purchase, developing blogs that can feed information to these people is a powerful marketing tool.”

In turn, comparison sites are a growing part of the way customers shop for products, enabling them to find out what others thought of a certain product.

“Blogs can play several roles in marketing, not the least of which is product promotion. Customer reviews can be incorporated as blogs, as is evident on consumer information sites and product review sites,” said Patton.

Blogs are growing, and some individuals have even made blogging their profession. In the near future it looks like it can only grow. Here are some more facts found in the study.

Of Canadian internet users:

• 34 per cent have used a blog;
• 45 per cent are 18-34 years old;
• 40 per cent are university graduates;
• 36 per cent are male and 31 per cent are female;
• 53 per cent use a search engine to find a blog

A few interesting facts about bloggers vs. non-bloggers include: **

• Bloggers report spending 56% more time connected to and actively using the Internet in an average week than non-bloggers (23.4 hours vs. 15.0 hours, respectively);
• Bloggers report more time spent using the Internet overlapping other activities, like watching TV, listening to the radio, working or spending time with family and friends, than non-bloggers (average of 7.7 vs. 5.2, respectively); and,
• Bloggers are more likely to report participating in nearly every online activity tracked, including: online banking (83% bloggers; 65% non-bloggers); comparison shopping for products (81% bloggers; 65% non-bloggers); purchasing products and services online (80% bloggers; 62% non-bloggers); and, clicking through on website advertising (73% bloggers; 50% non-bloggers).

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