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The power of Blogs in
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105-5. H1‘:  at
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Thanks! 

Gareth Deere
Executive Manager
IPSOS MORI

Gareth. deere i sos. com

+44 (0) 20 7347 30 46
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Business impact of blogs

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Blogs play an important role in building positive or negative word-of-mouth when it comes to consumers making decisions about brands. Measuring the business impact of blogs is a key area of interest to marketers and this research by IPSOS in Europe provides some great insights into how blogs work to shape customer perceptions and behaviour.

Published in: Business, Travel

Business impact of blogs

  1. 1. Whar us she gong to say '7 Wrrar as he going to hear" When! does she have in mind" The power of Blogs in Europe London, Nov 10th, 2006
  2. 2. «. -'I/ . an I. -'/ /- 51?. Hi‘ Ii u yam Ili ; * .
  3. 3. & Blogging ‘In the future everyone will be famous for 15 minutes’ Andy Warhol ‘In the future everyone will be famous for 15 people’ David Weinberger
  4. 4. Our study: representing 115 million European internet users 2,214 use the internet either at home, at work or elsewhere. Interviews were conducted face—to—face, in home, during September 2006 - A representative sample of 5,000 adults aged 15+, of which 5‘ V4 .1 _. 526 interviews or 27 million British adults I I 440 interviews or 22 million French adults - 485 interviews or 35 million German adults I I 378 interviews or 19 million Italian adults - 385 interviews or 13 million Spanish adults
  5. 5. % of adults that use the internet 56% 49% 44% 5‘ V4 7‘ L‘ OU F06’ Europe refers to Great Britain, France. Gennany, Italy and Spain. Base: 5,000 adults _ as Mom
  6. 6. Q Which of the following apply to you and your experiences with blogging on the internet? % who have heard of blogging 90% 61 °/ o 58% 55% 50% 51% OU I'C6' Europe refers to Great Britain, France, Germany, Italy and Spain. Base: adults who use the intemet (2214) _~ as Mom
  7. 7. That’s 70 million Europeans 0 Which of the following apply to you and your experiences with blogging on the Internet? 70 million 11 million 6.5 .1 A ,1 ’ I
  8. 8. O Which of the lot/ owing apply to you and your experiences with blogging on the Internet’? % who have read web logs or blogs on the internet 27% 15% 15% Europe refers to Great Britain, France. Germany, Italy and Spain‘ Base: adults who use the intemet (2.214) lgrscfjlom
  9. 9. Q Which of the following apply to you and your experiences with blogging on the Internet? °/ o who have read web logs or blogs on the internet 21% 21% 19% 19% Total Men Women 15-24 25-34 35-44 45-54 55-64 65+ Europe Europe refers to Great Britain. France, Germany. Italy and Spain. Base: adults who use the intemet (2.214)
  10. 10. 3% of Europeans have their own blog 0 Which of the following apply to you and your experiences with blogging on the internet? % I-lave own web log or blog % Have written or contributed to a web log or blog 7%7% hir; "rt3r- ir-lr-i~: fr. -('1'-“ht l—}'i'": ll. H"_hr"r- I13-"»'i1‘: lIt-, ', It. -1 r, ‘ '3 ‘rl1}ép'7ii't
  11. 11. .. ;moi" WAL*liiART'
  12. 12. Eurobarometer data: % trust the press O I would like to ask you a question about how much trust you have in certain institutions. For each of the following institutions. please tell me if you tend to trust it or tend not to trust it 44% 44% g‘ 74 71 ‘V Data i"l; '7l l: _ii: :bail; r“tete" Spring ECD4 ‘ Data is from the Unit-: -cl l<Iti‘ucl: ::m are not Great "I
  13. 13. 0 On a scale of 0 to 10. where 10 is trust is totally. and 0 is do not trust at all. how would you rate the trust you have in the following types of information sources when thinking about buying different goods and services 7 % trust reviews of a companys products or services written and hosted by other customers or private individuals on a web log or blog 35% Europe refers to Great Britain, France, Germany, Italy and Spain. Base: adults who use the intemet (2.214) Iirsciiom
  14. 14. Reviews on a recognised review website A newspaper article Reviews written by customers or private individuals on a blog Reviews of a company's products or services on its own website A TV advertisement An email sent by the company Information about a company written by a Chief Executive Europe refers to Great Britain. France, Germany, Italy and Spain. Base: adults who use the intemet (2214) “OS Mom
  15. 15. Reviews on a recognised review website most trusted % trust Reviews on a recognised review . 25% website Reviews written by customers or private individuals on a blog A newspaper article A TV advertisement Reviews ot a company's products or services on its own website An email sent by the company intormation about a company written by a Chief Executive hiv; ".;3r- yr-[mi tr. -1'1’-mt Hw”: ll F": m"r- ': ‘1=""i1‘. 'i| i*, “ ltn i, ‘ '3 ‘: ’11}ér: '7ii'i
  16. 16. Review websites trusted equally with newspaper articles % trust Reviews on a recognised review website 44% A newspaper article 44% Reviews of a company's products or services on its own website 37% Reviews written by customers or private individuals on a blog A TV advertisement An email sent by the company Information about a company written by a Chief Executive E‘| l': ‘i: ‘,«i" tI"'ii‘lfi 'Z%'= .'it Him ll r": iirr- I: j3="~ii‘. 'iii~, a ltri i, ‘ a‘: 'l ‘: «1r: ";ii'i
  17. 17. Newspaper article most trusted % trust Reviews of a company's products or 22% services on its own website A TV advertisement I 15% An email sent by the company - 14% Information about a company written 11% by a Chiel Executive A newspaper article Reviews on a recognised review website Reviews written by customers or private individuals on a biog tiii; "it3r- ir-lwi: iii iii’-mi H'l'": ii F": iii"r- ': §='*’li‘. 'l| l', ‘, lin y '3 ‘: ’i1}éri'7ii'i
  18. 18. No real differentiation in trust in different information sources % trust A newspaper article 27% Reviews written by customers or 27% private individuals on a blog A TV advertisement 27% Reviews on a recognised review 26% website Reviews of a company's products or 23% services on its own website An email sent by the company Information about a company written by a Chief Executive tIli; "i; ‘,ii"- ii"-li'ii<: Y". -1'1’-"ail i-}'i‘"v ii r": iii"i'- ‘:3-"*’li‘. 'l| l*, ‘, llri i, ‘ "i ‘F1 . ‘:éfi"; ii'i
  19. 19. Recognised review website most trusted information source % trust Reviews on a recognised review . 31% website A newspaper article 27% Reviews of a company's products or 25% services on its own website A TV advertisement 21% An email sent by the company Reviews written by customers or private individuals on a blog information about a company written by a Chief Executive tIli; "i; ‘,ii"- ii"-li'ii<: Y". -1'1’-"ail i-}'i‘"v ii r": iii"i'- ‘:3-"*’li‘. 'l| l*, ‘, llri i, ‘ "i ‘ii . ‘:éfi"; ii'i
  20. 20. I ‘Q the he is ‘s ios MORI
  21. 21. it; L? ! V it “Over the past month how much have you spent on goods and services that you have either searched for on the Internet and bought offline or bought online? ’’ 1.5.5, m’ mi
  22. 22. 52% 48% 5.‘ 74 Europe refers to Great Britain, Fra ce. Gennany. Italy and Spain. Base: adults who use the intemet (2.214) lzrscf/ zlom
  23. 23. Those that spend more have a higher trust in blogs at R W f_: %AtI mhu= tmsi: i:in ‘brags; ’* fiibfé lE‘lTL per i"i‘t6'i‘iti‘iv — ource: Europe refers to Great Britain, France, Germany. Italy and Spain. Base: adults who use the intemet (2.214) I505 Mom
  24. 24. O I would like you to tell me the extent to which you agree with each of the following statements % agree with I have not bought a product or service in the past because of comments I have read on the internet from other customers or private individuals 44% Europe refers to Great Britain, France, Germany, Italy and Spain. Base: adults who use the intemet (2.214) Iirscslom
  25. 25. 9.7 million 39 million people have not bought a product or service in the past because of comments I read on the internet from other customers or . private individuals! ' 9.6 million ‘ 4 million
  26. 26. O I would like you to tell me the extent to which you agree with each of the following statements % agree with I would be more likely to buy a product or service if I have read positive comments about it from other customers or private individuals on the internet 62%’ 570/0 5 69/0 52% 40% 40% EUFOPG fefels to Gfeal Britain. Fran Germany. Italy and Spain. Base: adults who use the intemet (2.214) ltrscfjlom
  27. 27. Q Which of the following. if any. apply to you? % that have read information on the Internet which is critical of a company's products or services 48% EUFOPG fefels to Gfeal Britain. France. Germany. Italy and Spain. Base: adults who use the intemet (2,214) ltrscfjlom
  28. 28. it I re: C‘I_t: l I let’: :tV| 'l'l: -I-t I 1;). -"'1 L‘ ‘I‘; n‘*t: t' 'II"| t'. tI-1; O I would like you to tell me the extent to which you agree with each of the following statements? 0 % agree 66 A O , % Agree 52 / ° 45% % Agree who ' spend more than €145 per month 34% 27% 29% 22% 23:/ «» More likely to buy if have Have not bought Information read Have thought read positive comments in the past due to on blogs has less highly ot a from private individuals comments read changed oplnlon company having on the Internet on the intemet about a company read blogs h= IIlI]Il= "l= fl=ll-“ 1--einntw Hrircnnt 7‘: -.ui-1:. ¢t: uur: mu lt= Itv-~: u7-‘t =1,-xnnt =9-4.1:; :u| ullt--'. 'l‘m-u. ~1-. -iii; .m(: ii: ::m| »q, Qr-5 J'. :._": , _
  29. 29. The business impact of blogs. .. Nearly 40 million Europeans One in five Europeans have NW9 "0! IJOUQM S0m€W'"Q changed their opinion about after reading comments a company's products or posted online by private services after reading blogs Individuals by customers 26 million Europeans have thought less highly of a company having read about It on a blog written by private lndlvlduals 60 million Europeans would be more likely to buy a product or service if they had read positive comments about It on the Internet Blogs have changed 25 million people’s opinions about a company's products and services hlr; ".t3r- ir-tm: tr. -1'1’-mt l—}'i‘": n i": nt"r- ': §="*’ll‘. 'l| l', ‘, ltn i, ‘ '3 ‘: ’l1}ér: '7ii'i
  30. 30. User generated content ideally hosted on credible and recognised web sites ill]. .. 105-5. H1‘: at
  31. 31. . Thanks! Gareth Deere Executive Manager IPSOS MORI Gareth. deere i sos. com +44 (0) 20 7347 30 46

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