The research began by probing who consumers trust when it comes to their purchasing decisions.
- 54 % of consumers report a greater amount of influence coming from communities of smaller size. So blogs with small but loyal followings can deliver high-percentage results in consumer influence.
- 31% of Internet purchases are influenced by blogs, ranking blogs third in influence behind only retail (56%) and brand sites (34%) in influence.
- While bloggers and social media influencers are a premier source of influence, most digital marketers devote few resources to incorporating key influencers into their digital efforts.