The results of a recent quant study with Brazilian internet indicates the increasingly significant role and usage of blogs as a source of information and instrument in consumer opinion forming. The study lacks any detail or real understanding of the broader context of where information from blogs fit into broader consumer decision making, and the role of social networks and communities such as Orkut. However, the figures do indicate the increasing presence of blogs as one of the multitude of information sources being used by consumers.
72% of interviewees have used information from blogs to help make decisions about purchases
12% totally believe and 86% partially believe in the information that they find in blogs
89% of internauts have accessed a blog at least one time
Amongst the most popular blog topics are curiosities, humour, the internet, technology news and news in general
9% access blogs from outside of Brazil
24% maintain their own personal blog
The research was undertaken by Instituto Qualibest who interviewed 1.820 men and women across Brazil, from all social classes