Blogs Have A Huge Influence On Consumer Purchase Decisions

New data reveals blogs are extreme­ly Influ­en­tial on the path to pur­chase.

Lisa Lacy By Lisa Lacy. Join the discussion » 0 comments

A new study on blog influ­ence found many con­sumers rely on blogs for unbi­ased opin­ions and exper­tise when con­sid­er­ing pur­chas­es, mak­ing blogs an influ­en­tial plat­form for mar­keters try­ing to reach con­sumers with mon­ey to spend.

Mar­keters may have an oppor­tu­ni­ty to fur­ther con­nect with con­sumers on blogs. That’s accord­ing to the lat­est research from dig­i­tal data col­lec­tion provider Research Now Group, which looked at what appeals to blog read­ers, how read­ers react to adver­tis­ing on blogs and prod­uct pro­mo­tion by writ­ers, and the influ­ence of blogs on con­sumer pur­chase deci­sions.

The study found two in three respon­dents read blogs at least a few times per week. And, of those con­sumers, a whop­ping 84 per­cent buy prod­ucts based on the con­tent of a blog in part because con­sumers read­ing blogs are “usu­al­ly look­ing for an unbi­ased opin­ion and exper­tise from a blog­ger when they are already con­sid­er­ing a pur­chase,” accord­ing to Research Now.

In addi­tion, 46 per­cent of con­sumers who have pre­vi­ous­ly made a pur­chase based on some­thing they read on a blog say they turn to blogs when they’re first inves­ti­gat­ing a prod­uct and 43 per­cent say they turn to blogs when they are look­ing for inspi­ra­tion. An addi­tion­al one-third say they read blogs when they have nar­rowed their options down and 30 per­cent vis­it in order to con­firm their choice toward the end of their pur­chase jour­ney.

The most pop­u­lar blogs include those about food and drink, crafts, gar­den­ing and sewing, and cul­ture and enter­tain­ment, accord­ing to the study.

In addi­tion, younger con­sumers said they read blogs about celebri­ty cul­ture and health and beau­ty and are much more inter­est­ed in blogs writ­ten by celebri­ties than old­er con­sumers. In fact, per Research Now, more than one-quar­ter of 18-to-34-year-olds say they would read a blog writ­ten by a celebri­ty, com­pared to 7 per­cent of those over 55.

The study also found women val­ue advice from their friends and fam­i­ly above all else, while men val­ue the advice of blogs most high­ly. And 45 per­cent of con­sumers have con­tact­ed a blog­ger to ask a ques­tion when con­sid­er­ing pur­chas­ing a prod­uct.

How­ev­er, respon­dents also said they are more put off by paid con­tent than they are by adver­tis­ing. In fact, 36 per­cent said one of the rea­sons they’re dis­cour­aged from read­ing a blog is that it con­tains paid con­tent, but 52 per­cent said they read blogs that con­tain adver­tis­ing.

Research Now also says con­sumers val­ue the qual­i­ty of writ­ing of a blog­ger, cit­ing poor writ­ing qual­i­ty as the top rea­son for being dis­cour­aged from read­ing a blog and 43 per­cent said they are dis­cour­aged from read­ing a blog if an author has “an inflat­ed ego.” An addi­tion­al 53 per­cent said a good per­son­al­i­ty encour­ages them to return to a blog.

The study includ­ed 1,000 UK respon­dents who read blogs at least once a month.

Do you use a blog to con­nect with your con­sumers? Do you have any tips?

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Lisa Lacy

Written by Lisa Lacy

Lisa is a senior features writer for Inked. She also previously covered digital marketing for Incisive Media. Her background includes editorial positions at Dow Jones, the Financial Times, the Huffington Post, AOL, Amazon, Hearst, Martha Stewart Living and the Dian Fossey Gorilla Fund.

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