UK less blog-savvy than Continent

Britons are lagging behindtheir European cousins when it comes to awareness of blogging, with only one in two adults having heard of the concept, research by Ipsos MORI has found.

This compares with 90 per cent awareness in France and an average of 60 per cent across the rest of the Continent.

The research - commissioned by tech agency Hotwire - found people are increasingly trusting of blogs: 30 per cent of those polled considered news­papers to be their most ­trusted media, but 24 per cent favoured blogs.

This is ahead of television (17 per cent) and email marketing (14 per cent).

Fifty-two per cent of the 2,214 adults polled across the UK, France, Germany, Italy and Spain said they were more likely to purchase a product if they had read positive reviews from other consumers online.

Furthermore, 34 per cent of respondents said they had actually opted against buying a product on the back of reading unfavour­able reviews on blogs.

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