According to a new study from BlogHer, people are now more influenced by the opinion of a blogger than a celebrity when it comes to learning about products or making a purchase.
The BlogHer 2011 Social Media Matters Study, co-sponsored by Ketchum, also shows that 78 percent of female American adults online actively use social media, and of those, 20 percent are motivated to consider products promoted by a blogger they know and trust than by promotions featuring a celebrity (13 percent).
"Over the last four years we have measured and reported the growing trust women have in the bloggers they read, and how that translates directly into influence and purchasing decisions," said Elisa Camahort Page, BlogHer co-founder and chief operating officer. "In 2011, we can see that this trust has paid off, as readers report that high satisfaction with the results of such purchases regularly sends them back to blogs and social media to seek out recommendations by bloggers they trust."
This year’s survey shows that blogs play an increasingly influential role in people's purchasing decisions: