May 13, 2008, 12:00 AM

57% of women who read blogs say blogs influenced purchasing decisions

29% of women who read blogs have decided to make a purchase based on information they’ve read on a blog and 28% decided not to make a purchase, according to a new study.

Katie Evans

Managing Editor, International Research

29% of women who read blogs have decided to make a purchase based on information they’ve read on a blog and 28% decided not to make a purchase based on what they read, according to a new study. The results speak to the growing influence of social media on consumers, say the authors of the “BlogHer/Compass Partners 2008 Social Media Study.”

12% of women who read blogs for new information consider bloggers highly reliable, 34% very reliable, 50% somewhat reliable, 3% not very reliable and 1% not at all reliable, the study finds. And 11% of women who read blogs for advice or recommendations consider bloggers highly reliable, 32% very reliable, 52% somewhat reliable, 4% not very reliable, and 2% not at all reliable, the study says.

The study of more than 5,000 female Internet users also found that 27% of online women ages 18 to 24 publish blogs on fashion, beauty or shopping subjects and 47% read or post comments to such blogs. The category of fashion/beauty/shopping did not make the top three among three older age groups; it was eclipsed by such categories as parenting/pregnancy/baby, health and wellness, politics and news, and food.

BlogHer is a web site designed as an aid to women who blog and as a resource for women looking for blogs. Compass Partners LLC is a research and consulting firm.

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