No longer the new kid on the block, blogs are growing exponentially as an influence on purchasing behavior. For instance:
• 101 million people in the US now read blogs, according to comScore – up 300% over the past three years.
• 50% of occasional blog readers, and 62% of regular blog readers say that blogs have influenced their purchases, reports one Forrester Research study.
• This past holiday season, 28% of consumers in another survey said their purchases were influenced by blogs, forums or social networks.
Clearly, blogging isn’t a passing fad, but rather a strong and growing influence in buying behavior. Add in the search engine and PR benefits, and you have a pretty compelling case for starting and maintaining an active company blog.
