A new study conducted by JupiterResearch reveals that blogs have a bigger impact on purchase decisions than social networks.  The study notes that monthly blog readership has experienced a 300 percent growth rate over the past four years.  The study also found that 49% of blog readers read at least one blog per month and 71% of frequent readers read  more than one blog per session.  Reading multiple blogs offer more opportunities for consumers to view blog ads.  A quarter of readers say they trust ads on blogs compared to 19% who trust ads on social networking sites.  Some reasons behind this, is that bloggers establish themselves as an authority on a topic and create a relationship with the readers.  This has an effect on the readers who view the ads found on the blogs.  The study also found that readers are influenced by blogs at the moment of purchase decision.

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