Bloggers 'are online marketing gold'

11th March 2008

Bloggers are among marketers' most highly-prized customers, a new report asserts.

According to digital world analyst comScore, web users who are heavily involved with the blogosphere influence online sales.

Jack Flanagan, executive vice-president of comScore, explained that advertisers are increasingly keen to target heavy bloggers - who account for 84 per cent of the internet audience.

"This highly informed, tech savvy and entertainment-oriented consumer segment is consistent with the profile of an 'influencer', which is of course a particularly attractive audience to reach," he said.

Research from the company suggests that bloggers are heavier consumers of entertainment and news web content than the average internet users.

Sites including PerezHilton.com, Digg.com and HuffingtonPost.com all registered particularly highly on bloggers' list of visited sites compared with the average member of the US cyber audience.

The study is published as research from Burst Media indicates that the number of sites visited in an average week by users has risen in the past year.